Taboola compared the publishers that adopted Ads.txt and the publishers that did not adopt. In EMEA, publishers adopting ads.txt had 11% uplift on revenue, compared with the publishers without ads.txt. In the US, the revenue uplift was 6%.
The data is from Taboola enterprise publishers in the US and in EMEA. In one month period, from October 2017 to November 2017, and includes nearly 4000 publishers. According to Taboola, the ads.txt file was the only change to these sites over the course of the month.
Ads.txt allows publishers to identify the authorised vendors so buyers are then able to avoid arbitrage, fake domains and other types of unauthorized inventory.