eBay Advertising announced a new program to help it combat ad fraud called Ads.txt, which stands for Authorized Digital Sellers. Ads.txt is a simple text file that sits in the page source code of the eBay domain. eBay uses Ads.txt to publicly declare the companies it authorizes to sell its digital inventory.
The company explained, “Spearheaded by the IAB, ads.txt is a new industry standard in combating fraud and will prevent the sale of counterfeit and unauthorized impressions in programmatic transactions. As publishers like eBay adopt ads.txt, buyers will be able to more easily identify the Authorized Digital Sellers for a participating publisher, allowing brands to have confidence they are buying authentic publisher inventory.”
eBay said the new practice would help as domain spoofing remains a persistent issue for programmatic advertising.
In an FAQ, eBay said its use of Ads.txt would not impact direct-sold campaigns.
“Ads.txt was created to combat fraud and increase transparency of the programmatic ad ecosystem. Direct-sold campaigns are not impacted by this release.
“Once the eBay inventory is verified through the launch of Ads.txt, there is the potential possibility for existing and prospective buyers to develop preferred partnerships. This is a prime opportunity for us to educate our marketing partners of this exciting development.”
eBay Advertising is a division of eBay offering a suite of marketing solutions for brands and sellers. “A leader in ecommerce, eBay Advertising aims to be the leading ecommerce marketing platform for brands globally.”
See more information on the eBay Advertising Blog.