Longitudinal study reveals the implementation of the ads.txt standard across online publishers, indicating its capacity to curb domain spoofing in programmatic advertising.
Programmatic advertising provides digital ad buyers with the convenience of purchasing ad impressions through Real Time Bidding (RTB) auctions. However, programmatic advertising has also given rise to a novel form of ad fraud known as domain spoofing, in which attackers sell counterfeit impressions that claim to be from high-value publishers. To mitigate domain spoofing, the Interactive Advertising Bureau (IAB) Tech Lab introduced the ads.txt standard in May 2017 to help ad buyers verify authorized digital ad sellers, as well as to promote overall transparency in programmatic advertising.
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Bashir et al. (2019) studied this question.
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