ads.txt 1.1

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.

You can’t have supply path optimization (SPO) without supply chain transparency. The ads.txt version 1.1 update released in April added OWNERDOMAIN and MANAGERDOMAIN variables that allow publishers to label a site’s parent company and the intermediary that is selling a site’s ad inventory. The IAB Tech Lab’s Jill Wittkopp spoke to AdExchanger about how these supply chain transparency tools relate to the industry’s pursuit of SPO.