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Lead DevelopmentFACT · 4/5•17 Sept '26•Via https://iabtechlab.com/feed/

IAB Tech Lab Defends ads.txt Against adagents.json Proposal

IAB Tech Lab's Senior Director of Programmatic, Hillary Slattery, published a rebuttal to a proposed 'adagents.json' standard, arguing that the existing ads.txt, sellers.json, and Supply Chain Object specifications already provide comprehensive supply path validation. She refutes claims that ads.txt lacks property identification, country-level authorization, and direct path marking, noting these are supported via OWNERDOMAIN, sub-domains, and DIRECT/RESELLER fields. Slattery warns that a new unverified standard could disrupt the ecosystem and emphasizes the importance of dual-verification for DSPs to block unauthorized sellers. She encourages industry collaboration through the Programmatic Supply Chain Working Group and highlights Jounce Media's research showing 98% of bid streams enable independent validation of directness.

•adagents.json has been proposed as a new standard to replace ads.txt, but IAB Tech Lab argues it is unnecessary and inaccurate.
•ads.txt supports property identification via the OWNERDOMAIN field and sub-domain structure for country-level authorization.
•The Supply Chain Object provides an audit trail of bid request paths, complementing ads.txt and sellers.json.

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