IAB Tech Lab releases final edition of app-ads. txt to combat mobile app fraud

IAB Tech Lab’ s offers released the final version of its app-ads. txt (Authorized Sellers for Apps) specifications. An extension of IAB Technology Lab’ s ads. txt document, the app-ads. txt support applications distributed through mobile and OTT app stores.

Why should you care

The app-ads. txt enables apps to take benefit of ads. txt protocol by backlinking their app store listings to their internet sites. The text file lists authorized electronic sellers from programmatic open trades, providing more transparency around programmatic ad buying to fight advertisement fraud.

Publishing authorizations in an app-ads. txt file on the domains allows developers to manage plus independently control their authorizations. “ Using a developer domain creates a common namespace, which may help identify plus block instances of unauthorized developer impersonation, ” the specs say.

IAB Tech Lab, combined with the OpenRTB group that worked on the particular project, said no changes have been made since opening a beta of the specifications to public remarks on November 30, 2018.

“ The final version associated with app-ads. txt 1 . 0 standards signals that the beta period has ended, and the working group now promotes app publishers, buyers and application stores to implement the guidelines, plus remove misrepresented app inventory through programmatic supply chain, ” had written IAB Tech Lab in the announcement .

IAB Tech Lab furthermore released a minor update to the advertisements. txt specs for publishers that not have any authorized sellers on programmatic ad exchanges. Now, publishers may post an empty ads. txt document with no seller entries listed: “ The update introduces an official, backwards-compatible ‘ placeholder’ entry to point no authorized sellers in a publisher’ s ads. txt file. ”

More on ads. txt

  • App-ads. txt also has the potential to allow apps in order to implement advertisements. cert , a protocol in order to standardize cryptographically signed bid demands that’ s part of OpenRTB 3. 0 .
  • The original ads. txt specification covering desktop and cellular web inventory was first released almost two years ago in May 2017.
  • Earlier this year, the ad dimension and authentication platform DoubleVerify identified a botnet scam exploit within the ads. txt that could have redirected as much as $80 million worth associated with ad spend in a single year.

This tale first appeared on MarTech Today. For further on marketing technology, click here.


About The Author

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the most recent news and updates for Advertising Land and Search Engine Land. Through 2009 to 2012, she has been an award-winning syndicated columnist for several daily newspapers from New York in order to Texas. With more than ten years of advertising management experience, she has contributed to some variety of traditional and online magazines, including MarketingProfs. com , SoftwareCEO. com , and Sales plus Marketing Management Magazine. Read more associated with Amy’s articles.

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