Tamedia declares war on ad fraud

This ensures that advertising customers only receive traffic that actually originates from Tamedia sites. This measure increases transparency for customers and users. Tamedia already offers its customers a very secure advertising environment with its premium network and its own inventory. In addition, Tamedia wants to support its customers in the prevention of online advertising fraud by using a new tool called ads.txt on all its web portals. ads.txt was developed by the International Association of Online Advertisers (IAB) and made available to its members.How does the tool work?How the ads.txt file works is simple: inventory providers such as Tamedia's 20min.ch list all authorized digital sellers (abbreviated to "ads") in the file. Advertisers can thus ensure that they only buy traffic via programmatic advertising that actually originates from Tamedia sites. The ads.txt file can be viewed by all Internet users, thus ensuring maximum transparency. With this initiative in the fight against ad fraud, Tamedia is one of the first media groups worldwide to provide the necessary tools for demand-side platforms (DSPs) to ensure secure, transparent purchasing of high-quality inventory. ads.txt has already been introduced at 20 Minuten, Newsnet, Tutti and Doodle, and the other Tamedia portals will follow before the end of the year.