In May 2017, the Technical Bureau of the Bureau of Interactive Advertising (IAB) launched ads.txt, a text file indicating the verified sellers of the ads inventory of websites.
On Friday, the Tech Lab released a beta version of its Specification Authorized Vendors for Applications ( app-ads.txt ), based on reactions to the mobile specification unveiled . Last summer. The new specification will be available for public comment until February 4th.
What does he do? This ads.text update allows application developers – both Web applications and OTT video applications – to check the inventory of ads for their properties, such as on the Web. site editors can do it.
The idea behind the ads.txt effort is to thwart fraudsters trying to sell advertising space, like the New York Times website, for which they are not allowed to do so.
In addition, to block the impersonation of application developers, this new application specification details a protocol for obtaining the site's URL. This developer's web from the page of an application store that lists the application.
As for website publishers, the app-ads.txt file lists the names and identification codes of all authorized sellers of the available ad inventory of that application. The idea is that advertisers will only bid on the ad slots of the authorized sellers listed in the app-ads.txt file.
The June release offered different approaches for ads.txt for applications, Tech Lab said, and the new version offers a specific approach based on application stores.
Also supports ads.cert. "It took longer than expected to define a reliable and scalable approach to specify file locations for mobile applications," said Dennis Buchheim, SVP of Tech Lab, "The solution will only take not only support ads.txt, but also others. supply chain security initiatives, such as ads.cert. "
Ads.cert is a digital signature that allows advertisers to check the inventory of a specific site. The Tech Lab compared ads.txt and ads.cert with the purchase of a Rolex watch. First of all, you want to confirm that you are buying from an authorized dealer and then certify that you are actually buying a Rolex.
Why you should care Although there are many types of advertising fraud, the sale of fraudulent stocks is one that the IAB technical laboratory and its members hope to eliminate through the relatively simple ads.txt project.
The project's newest incarnation, extended to applications, could help eradicate stock fraud.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.