June 2025 Emissions Model

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.