Ads.txt, created in the summer of 2017 by the IAB to help publishers exert more control over their advertising inventory, and Sellers.json, released in 2019 by the IAB for buyers, are both well-intentioned and technologically well-designed.
To Fix Data Privacy Issues, the Digital Ad Industry Should Operate Like a Mall
If the ad industry wants to resolve its privacy and data-tracking issues, it should take a cue from retail.