MarTech Today
February 13, 2018
MetaX sets up Ads.txt Plus as an application on its blockchain-based adChain

Step by step, the Interactive Advertising Bureau’s (IAB) ads.txt initiative is being utilized by publishers.

The idea is that this text file, when made available on a publisher’s website, tells advertisers which exchanges or other sellers have the right to represent that publisher’s ad inventory. Faked inventory has been a big part of ad fraud, where unscrupulous sellers fraudulently represent that they can sell, for instance, ad space on The New York Times’s website.