No. The lijit.com lines in your ads.txt or app-ads.txt file are required to monetize with Sovrn and must not be removed. Lijit.com is Sovrn's ad serving domain — it's the advertising system domain Sovrn operates on when serving ads to your inventory. Removing these lines breaks the functionality of ads appearing on your site or app.
What happens if the lijit.com lines are removed
DSPs (demand-side platforms) verify every bid request against your ads.txt or app-ads.txt file before bidding. Without the lijit.com entries, requests for your inventory sent through Sovrn will fail that authorization check and be treated as invalid. Buyers will stop bidding on your Sovrn inventory, and ads served through Sovrn will stop appearing — resulting in an immediate loss of revenue.
A typical set of required lines looks like this (your account ID will differ — always use the lines from your Sovrn account):
sovrn.com, 263669, DIRECT, fafdf38b16bf6b2b
lijit.com, 263669, DIRECT, fafdf38b16bf6b2b
lijit.com, 263669-eb, DIRECT, fafdf38b16bf6b2b
Why Sovrn's lines reference lijit.com
Sovrn acquired Lijit Networks, and http://lijit.com remains the operational ad serving domain for Sovrn Ad Exchange. Because ads.txt entries must reference the advertising system's operational domain, your file needs lijit.com entries alongside sovrn.com — both authorize Sovrn to sell your inventory. For more background, see What is the Lijit ad serving domain?
If you need to clean up your ads.txt file, the RESELLER lines are the only Sovrn-provided lines that are safe (though not recommended) to remove. The lijit.com and sovrn.com lines marked DIRECT must stay.
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