//IAB Tech Lab publishes the final version of app-ads.txt to combat mobile application fraud
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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 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 the inventory of inaccurate applications from the programmatic supply chain, "wrote IAB Tech Lab in the announcement of .

IAB Tech Lab has also been published. minor update of ads.txt specifications for publishers for which no vendor is allowed to exchange ads programmatically. 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 on ads.txt

App-ads.txt could 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 the web inventory of desktop and mobile computers was first published almost two years ago in May 2017 Earlier this year, the DoubleVerify advertising measurement and authentication platform identified a botnet exploit scam in ads.txt ads that could have diverted up to 80 million dollars in advertising expenses in one year.

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

About the Author

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Amy Gesenhues is the Editor-in-Chief of the Third Door Media General Assignment , which covers the latest news and updates from 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 experience in marketing management, she has collaborated on various traditional and online publications, including MarketingProfs.com SoftwareCEO.com and the magazine Sales and Marketing Management. Read more articles from Amy.