IAB Tech Lab issues revised advertisements. txt for apps

In May 2017, the Interactive Marketing Bureau (IAB) Tech Lab released ads. txt, the text file that indicates the particular verified sellers of web site advertisement inventory.

On Fri, the Tech Lab released the beta of its Authorized Sellers intended for Apps ( app-ads. txt ) specification, based on feedback to the mobile spec revealed last summer. The latest spec will be available for public opinion through February 4.

What does it do? This updated ads. textual content lets app developers — associated with mobile apps as well as Over-the-Top (OTT) video apps — verify their particular properties’ ad inventory, just as website publishers can.

The thought of the ads. txt effort would be to thwart fraudsters who attempt to market ad space, such as on The Ny Times’ web site, that they aren’ to authorized to do.

Additionally , to block the impersonation associated with app developers, this new applications spec details a protocol to get the website URL for that developer from the web page in an app store that lists the particular app.

As with internet site publishers, the app-ads. txt document lists the names and identification rules for all of the authorized sellers of the app’ s available ad supply. The idea is that advertisers will only buy ad slots from authorized retailers listed in the app-ads. txt document.

The June edition offered different possible approaches just for ads. txt for apps, the particular Tech Lab said, and the era is proposing a specific approach that will relies on app stores.

Also supports ads. cert. “ While it required longer than expected to define a dependable, scalable approach to specifying file places for mobile apps, ” Technology Lab SVP/GM Dennis Buchheim stated in a statement, “ the solution is not going to support ads. txt but may also support other supply chain basic safety initiatives, such as ads. cert. ”

Advertisements. cert is an electronic signature that allows advertisers to confirm a specific site’ s inventory. The particular Tech Lab has compared advertisements. txt and ads. cert to purchasing a Rolex watch. First, you would like to confirm you’ re buying with an authorized reseller, and then certify that will what you’ re buying is truly a Rolex.

Why should you care. While there are various kinds of ad fraud, the sale for fraudulent inventory is one that the IAB Tech Lab and its members wish to eliminate through the relatively simple ads. txt project.

The project’ s newest incarnation, extended in order to apps, could help make inventory scams extinct.

This particular story first appeared on MarTech These days. For more on marketing technology, click here.


About The Author

Barry Levine covers marketing technologies for Third Door Media. Earlier, he covered this space as being a Senior Writer for VentureBeat, and has written about these and other technology subjects for such publications since CMSWire and NewsFactor. He launched and led the web site/unit from PBS station Thirteen/WNET; worked being an online Senior Producer/writer for Viacom; created a successful interactive game, ENJOY IT BY EAR: The First COMPACT DISC Game; founded and led a completely independent film showcase, CENTER SCREEN, centered at Harvard and M. We. T.; and served over 5 years as a consultant to the Mirielle. I. T. Media Lab. You can get him at LinkedIn, and on Tweets at xBarryLevine.

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