App-ads.txt Rolls Out to Fight Mobile Ad Fraud, but Will Brands and Publishers Embrace It?

The initiative was released Wednesday evening

Ads.txt is finally ready to hit mobile apps.

On Wednesday, the Interactive Advertising Bureau Tech Lab—the consortium behind the initial fraud-busting ads.txt toolkit—announced the final version of app-ads.txt was ready for release. This new initiative, meant to combat ad-savvy fraudsters working in the mobile space, allows ad buyers to ensure they’re buying legitimate product, but first brands and app stores must play ball and embrace the tool.

Here’s how it works: A premium app publisher—say, The New York Times—can list off the select ad-tech vendors authorized to sell or resell its personal ad stock.

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