In 2025, publishers are increasingly taking control of their programmatic advertising rather than relying on ad tech vendors. Acknowledging their capacity to influence the system is vital for improvement. Ad tech expert Justin Wohl emphasizes that publishers should stop outsourcing solutions and instead leverage their tools, starting with actions like cleaning their ads.txt file. By doing so, he successfully optimized his programmatic ecosystem, leading to regained margins that could support his publication, showcasing a shift towards a more proactive approach among publishers in managing their advertising efforts.
In 2022, cleaning up his ads.txt file allowed Wohl to audit partnerships, identify inefficiencies, and redirect spending to higher-quality supply paths.
Wohl advocates for publishers to stop outsourcing solutions and instead leverage their existing tools and influence for better programmatic control.
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