New initiatives to Google to root out bogus ads are well overdue. As an occasional purchaser of programmatic ads, these kinds of spoofs are an ongoing headache.

According to leaders of the ads.txt project, the fix is to "increase transparency in the programmatic advertising ecosystem. Ads.txt stands for Authorized Digital Sellers and is a simple, flexible and secure method that publishers and distributors can use to publicly declare the companies they authorize to sell their digital inventory."