Which countries lead in ads.txt adoption? A global view of supply chain transparency by market.
Methodology: Countries ranked by the percentage of publishers with a valid ads.txt file. Minimum 100 publishers per country required for inclusion. Data from Red Volcano's weekly crawl of 32M+ websites.
Nigeria leads ads.txt adoption at 17.6%, followed by India (14.1%) and Mexico (13.6%). The gap between top and bottom of the top 10 is 6.4 percentage points, highlighting significant variation in supply chain transparency across markets.
| Rank | Country | ads.txt Adoption Rate | Publishers with ads.txt | Total Publishers |
|---|---|---|---|---|
| 1 | Nigeria | 17.6% | 2,827 | 16,064 |
| 2 | India | 14.1% | 33,675 | 239,083 |
| 3 | Mexico | 13.6% | 7,201 | 53,023 |
| 4 | Italy | 12.9% | 14,722 | 113,788 |
| 5 | Japan | 12.7% | 43,052 | 338,808 |
| 6 | Taiwan | 11.9% | 5,291 | 44,304 |
| 7 | United States | 11.6% | 120,806 | 1,039,841 |
| 8 | Spain | 11.4% | 10,576 | 92,906 |
| 9 | South Korea | 11.3% | 11,155 | 98,359 |
| 10 | Hungary | 11.2% | 2,881 | 25,787 |
Red Volcano tracks ads.txt adoption across every country and publisher segment. Get granular insights into supply chain transparency.
Nigeria leads with 17.6% of publishers having an ads.txt file, based on Red Volcano's analysis of 16,064 publishers in that market.
Among the top 10 countries, adoption rates range from 11.2% to 17.6%. Higher adoption indicates a more mature programmatic advertising ecosystem with better supply chain transparency.
ads.txt adoption is influenced by market maturity, regulatory environment, advertiser demand for transparency, and the prevalence of programmatic advertising in each country. More developed programmatic markets tend to have higher adoption.
Red Volcano checks every publisher website for the presence of an ads.txt file. The adoption rate is the percentage of publishers in each country that have a valid ads.txt file.