{"id":14371,"date":"2026-09-24T10:28:25","date_gmt":"2026-09-24T10:28:25","guid":{"rendered":"https:\/\/playgama.com\/blog\/?p=14371"},"modified":"2026-09-24T10:28:25","modified_gmt":"2026-09-24T10:28:25","slug":"do-i-need-ads-txt-for-a-game","status":"publish","type":"post","link":"https:\/\/playgama.com\/blog\/business-faqs\/do-i-need-ads-txt-for-a-game\/","title":{"rendered":"Do I need ads.txt for a game website?"},"content":{"rendered":"

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.<\/strong><\/p>\n

At a glance<\/h2>\n\n\n\n\n\n\n\n
Fact<\/th>\nValue<\/th>\nSource<\/th>\n<\/tr>\n<\/thead>\n
ads.txt standard maintained by<\/td>\nIAB Tech Lab<\/td>\niabtechlab.com<\/a><\/td>\n<\/tr>\n
app-ads.txt extends ads.txt for<\/td>\nmobile\/CTV app stores<\/td>\niabtechlab.com<\/a><\/td>\n<\/tr>\n
MCM Manage Inventory: who pays whom<\/td>\nGoogle pays parent, parent pays child<\/td>\nsupport.google.com<\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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.<\/p>\n

MCM has two modes. In Manage Inventory<\/strong>, 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<\/strong>, 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.<\/p>\n

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.<\/p>\n

What if I don’t want to manage ads.txt myself?<\/h2>\n

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.<\/p>\n

You can also publish the game itself on portals like Poki, CrazyGames, GameDistribution, itch.io, or playgama.com<\/a> without needing your own domain or ads.txt at all.<\/p>\n

Sources<\/h2>\n