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Set up the ads.txt file

The ads.txt specification is an IAB-approved text file to prevent unauthorized sales of inventory. More information about ads.txt can be found on IAB’s website:

The ads.txt file must be located on a site’s root domain, as well as any subdomains as needed. This can be accomplished via code or a plugin.


A user must have GitHub access with at least write capabilities in order to add plugins or custom code to a site’s repository.

Enabling ads.txt with code

On the VIP Platform, the ads.txt file must be committed to a site’s theme directory, and a rewrite rule for the file’s URL must be added.

A rewrite rule for the ads.txt file URL can be added with code similar to this example:

 * Register the rewrite rule for /ads.txt request.
function my_theme_adstxt_rewrite() {
    add_rewrite_rule( '^ads\.txt$', 'index.php?my_theme_adstxt=true', 'top' );
add_action( 'init', 'my_theme_adstxt_rewrite', 10 );
 * Filter the list of public query vars in order to allow the WP::parse_request
 * to register the query variable.
 * @param array $public_query_vars The array of public query variables.
 * @return array
function my_theme_adstxt_query_var( $public_query_vars ) {
    $public_query_vars[] = 'my_theme_adstxt';
    return $public_query_vars;
add_filter( 'query_vars', 'my_theme_adstxt_query_var', 10, 1 );
 * Hook the parse_request action and serve the ads.txt when custom query variable is set to 'true'.
 * @param WP $wp Current WordPress environment instance
function my_theme_adstxt_request( $wp ) {
    if ( isset( $wp->query_vars['my_theme_adstxt'] ) && 'true' === $wp->query_vars['my_theme_adstxt'] ) {
         * Set proper content-type per specification in
         * :
         * The HTTP Content-type should be ‘text/plain’, and all other Content-types should be treated
         * as an error and the content ignored.
        header( 'Content-Type: text/plain' );
        // The code expects an existing ads.txt file in the root of your active theme.
        echo file_get_contents( get_stylesheet_directory() . '/ads.txt' );
add_action( 'parse_request', 'my_theme_adstxt_request', 10, 1 );

When rewrite rules are added to a site, especially if the added redirect is not working as expected, the site’s rewrite rules must be flushed.

To flush rewrite rules in the WP Admin:

  1. Hover over VIP in the WordPress Admin dashboard of the site.
  2. Select Rewrite Rules from the fly-out menu.
  3. Select the “Flush Rules” button at the upper right of the Rewrite Rules dashboard.

Enabling ads.txt with a plugin

The Ads.txt Manager plugin allows ads.txt for a site to be created, modified, and validated from within the WP Admin dashboard. This method saves the file content and settings to the site’s database. Requests made to /ads.txt via $_SERVER['REQUEST_URI'] serve the saved contents as if serving an actual text file.

Last updated: November 22, 2022