Telaria Inc., a leading video monetization software company, is advocating for more transparency across the entire video advertising ecosystem, and has already taken on this challenge by sharing its progress on the IAB’s ads.txt initiative. Telaria has embraced the initiative by aggressively adopting ads.txt from both a technical innovation standpoint and a client-service perspective. In support of the initiative, the platform has adopted a simple self service button and added it onto it’s dashboards which in turn generates automatic code specific to the supply partner’s seat, making it significantly easier for them to update their ads.txt file.
Rama Roberts, VP of Engineering, who was an early contributor to the initiative as part of his role on the Board of Directors at the IAB TechLab said, “Transparency has always been one of the cornerstones of our platform. We were happy to collaborate on this effort with the IAB TechLab, and were one of the first to roll out its support as a self-service feature to our publishers.”
The IAB’s ads.txt initiative offers a standardised way for publishers to list all the companies that they can sell their inventory to. The buyers can in turn easily find this list on web crawler and this can boost their confidence and negate their concerns as they are assured that they are buying impressions from approved sources. As a matter of fact, Telaria released an ads.txt crawler shortly after the initiative was launched to give buyers the power of crawling up to 10,000 domains and determine which of those were allowed to sell Telaria inventory. In an industry that increasingly demands for verification this is a perfect way for third parties to cement their role as authorized resellers.
Katie Evans, Chief Operating Officer at Telaria, attributes the rollout’s success to several factors, saying, “Transparency is a core tenet of Telaria’s business. Ads.txt is another step toward a fully transparent, well-functioning supply chain.”