--- title: Ads.txt lowers ad fraud 22%, but can’t keep up with the growing threat description: Pixalate last week released the Q3 2018 Ads.txt Trends Report, and we reviewed whether or not ads.txt has a positive impact on the overall fight against ad fraud. Domains with ads.txt have a 22% lower ad fraud rate compared to those without ads.txt — but it doesn't elimiate all ad fraud. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/q3-2018-ads-txt-trends-ad-fraud-ivt.png --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/q3-2018-ads-txt-trends-ad-fraud-ivt.png) [Research Reports](https://www.pixalate.com/blog/topic/research-reports) | 2 min read # Ads.txt lowers ad fraud 22%, but can’t keep up with the growing threat Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) Dec 11, 2018 1:18:08 PM Pixalate last week [released](https://blog.pixalate.com/ads-txt-trends-report-q3-2018) the [Q3 2018 Ads.txt Trends Report](https://pixal.at/2QAXQtc), and we reviewed whether or not ads.txt has a positive impact on the overall fight against ad fraud — and to what extent. The [IAB Tech Lab](https://iabtechlab.com/)’s ads.txt program aims to reduce counterfeit inventory (e.g. domain spoofing), which is one specific type of invalid traffic (IVT). Pixalate monitors over 35 unique types of IVT — of which domain spoofing is just one of them — but it is a problematic fraud tactic that can wreak havoc on digital ad campaigns if left unchecked. That’s why ads.txt is such an important program. We conducted this [same study](https://blog.pixalate.com/does-ads-txt-reduce-ad-fraud) in Q2 2018 and found that sites with ads.txt had a 10% lower ad fraud rate compared to sites without ads.txt. Here’s what our latest [ads.txt update](https://pixal.at/2QAXQtc) shows on the ad fraud front. ### **Domains with ads.txt have a 22% lower ad fraud rates** As noted in our [Q3 2018 Ads.txt Trends Report](https://pixal.at/2QAXQtc), and as reported by [MediaPost](https://www.mediapost.com/publications/article/329070/fraudulent-traffic-rising-so-is-adstxt.html), domains with ads.txt have a 22% lower ad fraud rate compared to those without ads.txt. ![q3-2018-ads-txt-trends-ad-fraud-ivt](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/q3-2018-ads-txt-trends-ad-fraud-ivt.png?width=650&name=q3-2018-ads-txt-trends-ad-fraud-ivt.png) "The good news is that the number of sites using ads.txt continues to grow, and it’s doing a great job of weeding out fraudulent traffic,” wrote MediaPost. "The bad news is that the amount of fraudulent traffic continues to grow." Let’s expand on those two points. ### **Ads.txt is doing its part to weed out (some) ad fraud...** In Q2 2018, sites with ads.txt had about a 10% lower ad fraud rate compared to sites without ads.txt (13.1% with vs. 14.5% without). In Q3 2018, the benefit of ads.txt was even more pronounced — at 22%. Sites with ads.txt had a 13.5% ad fraud rate compared to 17.4% for those without. Of course, these numbers also reveal that, despite the crystal-clear advantage of ads.txt, double-digit ad fraud rates continue to persist. Read our [blog](https://blog.pixalate.com/does-ads-txt-reduce-ad-fraud) to learn why that’s the case. ### **…but fraudulent traffic continues to grow** As the above chart also shows, invalid traffic is still on the rise. And that’s true even on sites with ads.txt. That’s because, as noted above, ads.txt doesn’t prevent all types of invalid traffic; its primary goal is to stamp out spoofing, which is just one of the 35+ types tracked by Pixalate. - Sites with ads.txt: 13.1% IVT in Q2 vs. 13.5% in Q3 - Sites without ads.txt: 14.5% IVT in Q2 vs. 17.4% in Q3 The data shows that invalid traffic increased significantly more quarter-over-quarter on sites without ads.txt — yet another reason to get on board with the ads.txt program — but fraudsters still found a way to increase their profit across the board. ### **Fraudulent attacks will rise in Q4 to take advantage of holiday budgets** The rise in invalid traffic in Q3 could have been a precursor for what to expect in Q4. Fraudsters always follow the money, and as we know, with the holiday season comes a bump in digital ad spend. "As advertising spend ramps up during Q4, bad actors respond in kind,” wrote [AdExchanger](https://adexchanger.com/online-advertising/tis-season-ad-fraud/) during last year’s holiday season. "Attracted by increased ad budget, fraudsters hide their chicanery within the burst of year-end marketing activity." You can download a full copy of Pixalate’s [Q3 2018 Ads.txt Trends Report](https://pixal.at/2QAXQtc) below: [![Download the Report](https://no-cache.hubspot.com/cta/default/2364596/60c9e36d-a7d4-4614-8151-8dfedb8a5386.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/60c9e36d-a7d4-4614-8151-8dfedb8a5386) *Want more data-driven insights? Sign up for our blog! * ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← Pixalate Week in Review: December 3 - 7, 2018](https://www.pixalate.com/blog/programmatic-ad-fraud-news-week-in-review-december-7-2018) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Week in Review: December 10 - 14, 2018 →](https://www.pixalate.com/blog/programmatic-ad-fraud-news-week-in-review-december-14-2018) ## You May Also Like These Stories on Research Reports [![](https://www.pixalate.com/hubfs/TOP%20100%20CONNECTED%20TV%20(CTV)%20BUNDLE%20IDs%20MAY%202026.jpg) ](https://www.pixalate.com/blog/top-100-connected-tv-ctv-bundle-ids-in-may-2026) [CTV](https://www.pixalate.com/blog/topic/ctv) ### [Pixalate Releases Top 100 Connected TV (CTV) Bundle ID Rankings For Global Ad Spend in May 2026; 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