Telaria Leads on Supply Transparency Across the Video Advertising Ecosystem

NEW YORK–()–Telaria Inc., (NYSE: TLRA), a leading video monetization software
company, is advocating for increased transparency across the entire
video advertising ecosystem, and shares progress on the IAB’s ads.txt
initiative.

Telaria has aggressively embraced ads.txt from both a technical
innovation standpoint and a client-service perspective. Almost
immediately after the initiative was announced, the platform
incorporated a simple, self-service button into the dashboard that
generates automatic code specific to the supply partner’s seat, which
makes it easier for them to update their ads.txt file.

Rama Roberts, VP of Engineering, who was an early contributor to the
industry 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.”

Regarding publishers, Telaria has taken an active role with all clients
to implement the IAB’s ads.txt initiative. Out of the gate, publishers
on Telaria’s platform have adopted ads.txt at a rate four times the
industry average. At this high level of adoption, 72% of Telaria’s top
500 domains are ads.txt-enabled.

The IAB’s ads.txt initiative is one standardized method for the industry
to provide publishers with a simple way to list which companies are
allowed to sell their inventory. Buyers can find this list through a web
crawler, and easily gain confidence that they are buying impressions
from an approved source. In fact, Telaria released an ads.txt crawler
shortly after the initiative launch, to give buyers the power of
crawling up to 10,000 domains to determine which of them are allowed to
sell Telaria inventory. Third parties can use it to legitimize their
role as authorized resellers in a market that increasingly demands
verification.

Beyond simple implementation, additional standardization of the text
files themselves would make the initiative even stronger. Differences in
the way publishers set up their ads.txt files can create some confusion
about…

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