App-ads.txt
App-ads.txt, which stands for "Authorized Digital Sellers for Apps," is a text file that app developers can host on their websites to specify which companies are authorized to sell their digital advertising inventory. This initiative was developed to combat fraud and increase transparency in the mobile app advertising ecosystem.
History and Development
The concept of app-ads.txt was inspired by ads.txt, which was introduced by the Interactive Advertising Bureau (IAB) Tech Lab in 2017 for web publishers. The need for a similar mechanism in the mobile app space led to the creation of app-ads.txt. This file format was officially announced by the IAB Tech Lab in April 2019 to extend the benefits of ads.txt to mobile applications(IAB Tech Lab, 2019).
Functionality
- Authorization: Developers list the companies (SSPs, exchanges, or networks) authorized to sell their app inventory.
- Transparency: Buyers can see who is authorized to sell an app's inventory, reducing the chance of buying fraudulent or unauthorized ad space.
- File Format: The file format is similar to ads.txt but tailored for apps:
- Each line in the file contains three fields: Domain name of the advertising system, Publisher Account ID, and Type of relationship.
- Example:
google.com, pub-0000000000000000, DIRECT
- Implementation: The app-ads.txt file must be hosted on the developer's website in a publicly accessible directory, typically at
/app-ads.txt.
Benefits
- Fraud Prevention: By specifying authorized sellers, developers help prevent domain spoofing and ad fraud.
- Improved Trust: Advertisers can trust that they are buying genuine ad inventory, enhancing the integrity of the ad tech ecosystem.
- Increase in Revenue: Developers can potentially see an increase in revenue as advertisers are more willing to pay for verified inventory.
Challenges and Adoption
- Adoption Rate: While adoption has been growing, not all app developers have implemented app-ads.txt, which can still leave room for fraudulent practices.
- Technical Challenges: Ensuring the file is correctly formatted and hosted can pose technical challenges for some developers.
- Verification: There's a need for tools and systems to verify the authenticity and integrity of app-ads.txt files.
Conclusion
App-ads.txt represents a significant step towards making the mobile app advertising space more transparent and secure. Its adoption continues to grow as the industry recognizes the importance of combating ad fraud and ensuring that ad spend goes to legitimate sources.