DoubleVerify (NYSE: DV), a trusted leader in digital media measurement and fraud detection, has sounded the alarm on a growing trend of ads.txt exploitation—specifically calling out a network of AI-generated websites named Synthetic Echo. The revelation highlights a new wave of sophisticated ad fraud schemes aimed at misdirecting programmatic advertising budgets under the guise of legitimacy.
As part of DV’s ongoing transparency efforts, its Fraud Lab has issued actionable guidance to help advertisers, publishers, and vendors identify and mitigate these emerging threats.
The Growing Exploitation of Ads.txt
What Is ads.txt?
- Developed by the IAB Tech Lab, ads.txt (“Authorized Digital Sellers”) is a publicly accessible file that helps publishers declare who is authorized to sell their digital inventory.
- It is designed to prevent domain spoofing and enhance transparency in programmatic advertising.
The Problem: Widespread Manipulation
- Since its inception in 2017, DV has identified over 100 cases of ads.txt deception, with fraud escalating notably in recent years.
- Fraudsters now mimic legitimate publishers, forging or replicating ads.txt files to infiltrate trusted SSPs (Supply Side Platforms) and ad exchanges.
“Bad actors are exploiting ads.txt and advertisers often have no idea it’s happening,” said Gilit Saporta, Head of the DV Fraud Lab.
Synthetic Echo: Anatomy of a Fraud Scheme
What Is Synthetic Echo?
- A deceptive network of 200+ AI-generated websites, created to mimic legitimate news and content sites.
- Example domains include:
espn24.co.uknbcsportz.comcbsnewz.com
- These websites publish low-quality AI content and operate through a network of SSPs to capture programmatic ad revenue.
Key Tactics Used by Synthetic Echo
- Deceptive domain naming to mislead ad buyers.
- Replicated ads.txt files across multiple fake sites to feign legitimacy.
- AI-generated content at scale to maintain a facade of active, content-rich platforms.
“The scale and automation involved show just how advanced ad fraud has become,” DV’s public alert warns.
Industry Response
- Following DV’s January disclosure, several major publishers whose names were spoofed indicated their intent to pursue legal action.
- A subsequent Wired report amplified the issue, sparking broader industry conversations around accountability and oversight.
DV’s Recommendations for Advertisers and Vendors
To protect ad investments and uphold inventory quality, DoubleVerify recommends:
- Manually verify ads.txt files when onboarding new publishers.
- Use independent fraud detection tools to validate media sources.
- Stay informed via platforms like DV’s Transparency Center.
- Evaluate domain authenticity—don’t rely solely on name resemblance.
- Encourage exchanges and SSPs to adopt stricter vetting procedures.
DoubleVerify’s exposure of the Synthetic Echo network is a wake-up call for the adtech industry. As fraud tactics become more advanced—leveraging AI and exploiting transparency standards like ads.txt—advertisers must double down on vigilance and verification. With DV’s ongoing monitoring and proactive alerts, stakeholders have new tools to fight fraud and restore trust in the programmatic ecosystem.
