De-identified URLs being deprecated on the Google Display Network

De-identified URLs are being deprecated for the Google Display Network to meet Ads.txt requirements.

Question 1: Why are there URLs other than “xyz.anonymous.google.com” in my reporting even though I specifically targeted de-identified inventory?

In the past we’ve allowed publishers to offer placements without disclosing their site names to advertisers. However, to follow Ads.txt requirements, we're no longer allowing publishers to remain de-identified. This means we're now showing the exact URL where your ad was served. If you had previously targeted a pseudonymous placement (for example, 'xyz.anonymous.google.com') we've replaced that with the identifiable placement of the publisher you've been targeting.

This change only impacts reporting. We still adhere to all the configurations, such as bidding, targeting, conversions, and others, specified in your campaign settings.

Question 2: What is Ads.txt?

Ads.txt is a tool introduced by the Interactive Advertising Bureau Tech Lab to create transparency for advertisers, publishers, and other stakeholders in the online advertising industry. Publishers host a publicly available .txt file that lists all sellers authorized to sell their inventory that exchanges, and anyone else interested, can reference to prevent inventory fraud.

For example, when an ad buyer knows the placement their ad served on, they can then check the publisher's ads.txt file to verify that they purchased their inventory through an authorized seller. This page on the IAB’s website explains in more detail how these .txt files are used.