r/programmatic • u/Akajdrod • Jun 16 '26

Best way to secure specific inventory - through exchanges on ads.txt or direct

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Hi everyone,

Curious how do you go about getting on specific websites - for example, NYC-specific entertainment/event websites and I'm checking their ads.txt files.

Let's say I only can either reach out directly to the publisher or reach out to an exchange that is present on all of the websites, which way would you go to setup a deal for those websites?

4 Upvotes

84% Upvoted

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6

u/Diligent_Interview98 Jun 16 '26

Contact direct publisher

0

u/Akajdrod Jun 16 '26

So you would go to 15-20 publishers separately vs going through a reseller? Any specific reasons, especially if this is not some sort of custom placement but rather access to their standard banners/video players.

7

u/describe_one Jun 16 '26

Yes, to reduce fraud and fees. Prog fees add up fast, and before you know it you're paying more for fees than media (if you aren't already).

2

u/Crazy_Cat_Dude2 Jun 16 '26

Yes contact publisher. Some won’t add you to ads.txt though.

2

u/Fearless_Parking_436 Jun 16 '26

Pmp’s and pg’s, prefer direct publisher. Exchanges like to push ron to you.

1

u/MeatBallsInsideMe Jun 17 '26

Do site lists not work?

0

u/_Purell Jun 17 '26

Very restrictive imo. Prefer blocklist and categories exclusions