In the email, Thrive+ head Fiona Walsh wrote: “Thrive+ has been purchasing a substantial amount of your ad inventory through various ad exchanges over the past year on behalf of our advertising clients and needs your assistance to continue. On Tuesday, a top comScore publisher posted one of these emails, from “video media agency” Thrive+, to the Reddit Ad Ops board, where it attracted more than 50 responses.
“I am concerned that social engineering will hit some of the torso and tail partners, and will cause some of the behavior we are trying to prevent.” But as with most types of fraud, social engineering is the weak link,” said Pooja Kapoor, head of global strategy, programmatic and ecosystem health at Google. Often, publishers have never heard of the companies sending them emails, which often contain strange requests or misleading or false information. If that’s their only business model, they’re in trouble. It’s the buyers who are at risk because if they aren’t added to Ads.txt, they can’t resell the publisher’s inventory.
The New York Times, Wenner Media, Intermarkets and LittleThings all confirmed to AdExchanger they had received emails from partners angling to become part of the publishers’ Ads.txt files.īut the publishers have the leverage. Publishers are being deluged with emails from “agencies” and “digital marketing solutions” companies threatening to stop buying inventory unless they’re added to the Ads.txt file. The ad buyers who will be hurt by the adoption of Ads.txt aren’t giving up without a fight.
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