Yes, if any ad demand is sold through Google Ad Manager, including via MCM. ads.txt lists which companies are authorized to sell your inventory; without correct lines, some buyers won’t bid. MCM has two modes – Manage Inventory and Manage Account – each with different ads.txt and payment flows.
At a glance
| Fact | Value | Source |
|---|---|---|
| ads.txt standard maintained by | IAB Tech Lab | iabtechlab.com |
| app-ads.txt extends ads.txt for | mobile/CTV app stores | iabtechlab.com |
| MCM Manage Inventory: who pays whom | Google pays parent, parent pays child | support.google.com |
Yes, if you monetize with ads sold through any exchange, you need ads.txt on your domain. It’s a text file listing the companies authorized to sell your ad inventory; buyers check it before bidding, and without the right lines some demand won’t show up. If you’re publishing through Google Ad Manager under an MCM (Multiple Customer Management) partner, ads.txt becomes part of that setup too.
MCM has two modes. In Manage Inventory, the child delegates inventory to the parent: both sides have Ad Manager networks, but no trafficking happens in the child’s network – sites are tagged with the parent’s Ad Manager tags, Google pays the parent, and the parent pays the child. In Manage Account, the parent gets access to the child’s own Ad Manager account; the child keeps its permissions and settings, Google pays the child directly, and the parent’s share (0-100%) can be sent to the parent automatically – the child completes identity verification.
For ads.txt specifically: add the lines your MCM partner gives you to every site included in the program. Google does not publish fixed traffic thresholds for MCM eligibility.
What if I don’t want to manage ads.txt myself?
If your game uses Playgama Bridge, Playgama Wrap (early access) publishes it as a standalone website on your own domain and can serve app-ads.txt content alongside marketing tracking tags.
You can also publish the game itself on portals like Poki, CrazyGames, GameDistribution, itch.io, or playgama.com without needing your own domain or ads.txt at all.
Sources
- IAB Tech Lab: ads.txt
- Google Ad Manager: About MCM
- Google Ad Manager: MCM Manage Inventory
- Google Ad Manager: MCM Manage Account
- Playgama Ad
Related questions
What’s the difference between ads.txt and app-ads.txt?
ads.txt covers websites; app-ads.txt extends the same standard to games and apps distributed through app stores, connected TV app stores, or other app distribution channels.
Do I need ads.txt if I only publish on a portal like itch.io?
If the portal hosts your game on its own domain and handles the ad demand, you generally don’t manage ads.txt yourself – the portal’s domain is what needs it.
Who pays me under MCM Manage Account vs Manage Inventory?
In Manage Inventory, Google pays the parent and the parent pays the child. In Manage Account, Google pays the child directly, with an optional automatic share to the parent.
Last updated: 24 September 2026