A Conversation about Ads.txt with Sherzod Rizaev, Global Head of Commercial Operations at Minute Media
It brings us great pleasure to present a recent interview we conducted with Sherzod Rizaev, Global Head of Commerical Operations at Minute Media. Total Media has worked as programmatic partners with Mr Rizaev and Minute Media since 2015. Minute Media’s open platform delivers tech-driven content, advertising, and product experiences for global communities, publishers and brands. Its 5 international newsrooms and 4 video studios publish 1000 pieces of original content in 11 languages each day across its three brands (90min, 12UP and DBLTAP) as well to premium publishers and platform partners including Sports Illustrated, Univision, Oath, Time Inc, ProSieben, and EI.
We recently asked Mr Rizaev about his thoughts and experiences with Ads.txt and how Minute Media has adjusted and responded thus far to Ads.txt.
Why did you decide to add Ads.txt to your website?
We were convinced to add Ads.txt to our website for the following three reasons:
- Following Google’s leadership of the initiative
- Being able to discover who is monetising our inventory and control
- Being able to define which other opportunities and partners are out there for us to approach directly
Have you experienced any issues implementing and setting-up Ads.txt? What has been the impact Ads.txt has had on your business thus far?
No, we have not experienced any issues with Ads.txt because we have an excellent development team that have prepared themselves and have covered the set-up and management of the Ads.txt file comprehensively.
Have you been approached by 3rd parties who have said that they have a previous relationship with your website yet you do not recognise who they are?
Every single day. Every day we receive a few emails from vendors that are saying, “here is our Ads.txt ID, please add it to your Ads.txt file, and you will generate $1M overnight.” We see that particular vendors will send the same email to us every day until we either respond or make a decision about them. In the meantime, we’re not doing anything with these emails.
Has the presence of Ads.txt changed your relationship with your approved partners?
One of the primary reasons we added Ads.txt was to figure out who we are working with, where is our inventory being exchanged and to identify the vendors that I recognise. Ads.txt allows me to work with my approved vendors directly, to work just with them, rather than these unknown 3rd party vendors who are reaching out to us every day.
For example let’s say that network “XYZ” has given us access to six different networks, each of their unique reseller IDs through the relationship. Now, I know that they are taking the impression and applying some tag or programmatic floor to monetise the inventory for us. We’re already working with those partners and we have already seen the inventory on the exchanges.
Unless we have the open channels to generate revenue right now and we have agreed on the rates with them, and we have been working with them either on a pass by basis or a header or however we have previously worked with them, we won’t add them to our Ads.txt file.
What are your expectations/predictions for Ads.txt going forward?
It’s still yet to be seen, but I am optimistic about Ads.txt for 2018. Looking at the industry itself, the types of technologies that we want to employ, the likes of Ads.txt, and partners like Google, we believe that unique technologies that will benefit our website will arrive in the coming year.
My prediction is that Ads.txt is going to clear out the 3rd party sellers that have been gaming the system up until now. Ads.txt will force specific companies in the industry to go bust. The business sitting in the middle making money on the buying, selling and arbitrage, they will be the ones that will suffer. Though, it’s only a matter of time before third-parties find a way to trade again in different ways because the impressions are often sold many times over in exchanges.
Interview conducted by Brian Blondy, December 2017.
Brian Blondy is the Marketing Manager at Total Media. You can contact Brian by email at firstname.lastname@example.org or on LinkedIn