5 Free tools for AdTech Professionals

1. Sincera

Sincera is a platform designed to enhance transparency and quality in the programmatic advertising supply chain. Its main features include:

• Ad Fraud Detection: Sincera helps identify sources of invalid traffic and fraudulent activities such as domain spoofing and click fraud.

• Supply Chain Analysis: The platform provides detailed analyses of advertising supply chains, allowing for better understanding and optimization of ad transactions.

• Reporting and Dashboards: Sincera offers comprehensive reports and dashboards to visualize data and support informed decision-making.

Sincera improves transparency and efficiency in online advertising operations, helping specialists optimize campaigns and reduce losses due to fraud.

2. Sellers.guide

Sellers.guide makes it easy and free to understand any publisher’s ads.txt file. The tool provides easy to understand analytics and action items for publishers so they can clean their file, and for buyers to assess a given publisher’s ad tech stack complexity.

• Analysis: for any given website, the tools rates the ads.txt file which document all existing ad tech partners working with this publisher. The score is a reflection of the accuracy of its file, listing partners who are either no longer active or inconsistencies with sellers.json files.

• Advices: then the tools gives publishers some areas of optimisation to make their ads.txt as accurate as possible

• Market trends: analysing thousands of websites across the world, sellers.guide is able to give market trends. We can for example learn there that on average, websites use 438 ads.txt lines, which to be frank is quite a lot.

3. Scope3

Scope3 focuses on reducing the carbon footprint of digital advertising by providing tools to measure and optimize the environmental impact of ad campaigns:

• Carbon Emissions Measurement: Scope3 analyzes various advertising activities and measures associated carbon emissions.

• Environmental Impact Reports: Reports help companies understand their environmental impact and identify ways to reduce it.

• Sustainable Optimization: Using this data, specialists can choose more sustainable partners and strategies, contributing to a greener ad tech industry.

• Ad tech vendor charts: those are my favorite. For any given site in the world, you can see the whole value chain going on. And for some of them, it becomes quite nasty…

4. Professor Prebid

Professor Prebid is an educational tool designed to help users understand and implement Prebid.js, an open-source header bidding wrapper:

• Tutorials: The tool offers detailed tutorials guiding users through the installation and configuration of Prebid.js.

• Best Practices: Professor Prebid provides recommendations and best practices to optimize header bidding setups.

• Troubleshooting: Resources are available to help users resolve common issues encountered with Prebid.js.

This tool enables ad tech specialists to improve the efficiency and performance of their programmatic ad campaigns using advanced header bidding techniques.

5. Lighthouse

Lighthouse is an open-source, automated tool developed by Google to improve the quality of web pages. In the context of ad tech, it can be used as follows:

• Performance Audits: Lighthouse evaluates the performance of web pages, including load speed and interactivity, which can impact ad viewability and effectiveness.

• Accessibility: The tool checks web page accessibility to ensure usability for a wide audience, potentially improving ad engagement.

• SEO: Lighthouse provides recommendations for improving page SEO, increasing organic traffic and ad visibility.

By optimizing web pages with Lighthouse, ad tech specialists can ensure that their ads are displayed in high-quality environments, enhancing campaign performance.