What verified inventory means
Marketplace campaigns and deals serve only on verified inventory. See what counts, what the labels mean and the grace date.
Updated 2026-11-02
Buyers need proof that a newsletter belongs to the publisher selling it. On MailAdx that proof is a line in the ads.txt file on the publisher's domain. Inventory with that proof is called verified.
What each kind of demand needs
| Demand | What it needs |
|---|---|
| The publisher's own direct-sold campaigns | Nothing. They always serve |
| MailAdx marketplace campaigns and deals | The ads.txt line on the publisher's domain, or verification by the MailAdx team, or a grace period that hasn't ended |
| Third-party DSPs (OpenRTB) | A listing in sellers.json and a current ads.txt authorization. Grace and team verification don't count here, because DSPs check ads.txt themselves |
What the labels mean
| Label | Meaning |
|---|---|
| Verified (ads.txt) | The line was found on the publisher's domain |
| Verified by MailAdx | The MailAdx team confirmed the publisher owns the newsletter, for example because its site can't host an ads.txt file. This covers marketplace campaigns and deals only |
| Verification pending | The publisher is in its grace period |
| Not verified | No line found and no grace left |
| Restricted | Marketplace demand was restricted after a traffic-quality review. See restrictions and appeals |
The grace period
Publishers who joined before 26 October 2026 have a grace period that runs to the end of 24 November 2026, UTC. Publishers who joined on or after 26 October 2026 have no grace period, so they need the line from the start.
For publishers
The date on your Authorized Sellers page is the one that applies to you. Until then, a banner on every page reminds you. After it, marketplace campaigns and deals pause on your inventory until your line is found. Your direct-sold campaigns keep serving.
Verify your inventory
For publishers
- Open Authorized Sellers and copy your ads.txt line.
- Add the line to the ads.txt file at the root of your website.
- Select Check now.
The panel What your inventory can earn then shows what your inventory can take. You'll also find your status on Inventory Details.
If you change your domain, the old result no longer counts. Publish the line on the new domain and check again.
For advertisers and agencies
In the Publisher Directory, an unverified publisher shows Not verified yet. Marketplace campaigns and deals can't deliver there, and you can't propose a deal. Publishers that are verified show that on their card.
What happens next
For publishers
While the grace period runs, you'll see an alert, Publish your ads.txt line by a date. If marketplace demand pauses, you'll see Marketplace demand is paused on your inventory and get an email. You'll get another email when it comes back.
If something goes wrong
- A deal fails with "deals run only on verified inventory". The publisher must publish its line. The message gives the exact line and where it goes. An agreed deal can't resume, and a new offer can't be sent or accepted, until the inventory is verified.
- Your site can't host an ads.txt file. Contact support@mailadx.com. The MailAdx team can verify a publisher for marketplace campaigns and deals.
Related
Still stuck? support@mailadx.com