June 2025 Emissions Model
8 days ago by Niki Banerjee
Enhancements to Ad Selection Graph Generation
We are now removing ads.txt entries that we consider unlikely to be utilized—specifically those referencing seat IDs on ad tech platforms that are primarily used to monetize other properties owned by the same media group. For now, this policy is being selectively applied to specific ad tech platforms where we have observed this pattern of use.
Key Benefits
Improved model accuracy, especially for publishers who share a single ads.txt file across multiple properties but maintain distinct account IDs on ad platforms for each individual property.
Expected Impact
Ad selection emissions for these properties are expected to decrease—potentially significantly. However, the number of affected properties is anticipated to remain limited.