IAB Tech Lab publishes the final version of app-ads.txt to combat mobile application fraud

IAB Tech Lab has released the final version of its app-ads.txt specifications ( Authorized Sellers for Apps). An extension of IAB Tech Lab's ads.txt file, app-ads.txt support applications distributed via mobile app stores and OTT.

Why You WANT It

The application app-ads.txt allows applications to take advantage of the ads.txt protocol by linking their application store lists to their applications. Web sites. The text file lists authorized digital sellers from open programmatic exchanges, offering more transparency around the purchase advertising programmatically to combat advertising fraud.

Publishing permissions to an app-ads.txt file on their domain allows developers to independently manage and control their permissions. "Using a developer domain creates a universal namespace, which can help identify and block unauthorized developer identity borrowing instances," says the specs .

The IAB technical laboratory, as well as the OpenRTB group that worked on the project, said no changes have been made since the opening of a beta version of the specification to comments on November 30, 2018.

"The final version of the app-ads.txt 1.0 specification signals that the beta period is over and the working group has now encouraged publishers, buyers, and stores applications to implement the guidelines and to remove mis-represented application inventory from the programmatic supply chain, "wrote IAB Tech Lab in its announcement.

IAB Tech Lab also released a minor update to the ads. .Txt specifications for publishers who do not have authorized sellers on programmatic advertising exchanges. Publishers can now publish an empty ads.txt file in which no vendor entry is listed: "The update introduces a formal and backward compatible" placeholder "entry to indicate that no Authorized seller is present in the ads.txt file of a publisher. "

More information on ads.txt

App-ads.txt can also allow applications to implement ads.cert, a standardization protocol for signed auction requests cryptographically as part of OpenRTB 3.0. The original ads.txt specification covering mobile web inventory was first published nearly two years ago in May 2017. Earlier this year, the platform for measuring and reporting DoubleVerify ads authentication has identified a botnet scam exploit in ads.txt that could have hijacked up to $ 80 million in ad spend alone year.

This story was first published on MarTech Today. For more information on marketing technology, click here.

About the Author

Amy Gesenhues is the editor of the General Assignment of Third Door Media, which presents the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning columnist for several dailies from New York to Texas. With over ten years of marketing management experience, she has collaborated on a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more articles from Amy.

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