IAB releases apps-ads.txt in beta

The Interactive Advertising Bureau (IAB) has officially released its beta Authorized Sellers for Apps specification.

The apps-ads.txt had received feedback over the summer months and the beta version was adjusted accordingly. This can now be implemented by app developers as well as app stores in order to minimise the threat of advertising fraud.

App ad fraud is a growing phenomenon. Indeed, Appsflyer earlier this year found that app install fraud makes up 11.5% of all paid installs.

The IAB Tech Lab has been working to address ad fraud issues by first launching its ads.txt for mobile advertisers. The apps-ads.txt includes an app specification protocol for URLs from an app listing in an app store.

It stores the names and ID codes for authorised sellers of the app’s ad inventory to ensure that advertisers are only putting forward bids for authorised inventory.

The latest ads.txt initiative addresses ad transparency needs for apps as these present unique challenges for advertisers.