Tappx, the adtech solutions provider, just announced the launch of a free hosting tool which allows clients to adopt new IAB app-ads.txt standards.
App-ads-txt.com aims to make it easier to help mobile app developers to integrate app-ads.txt without additional work.
The initiative had been launched for beta testing in December 2018. It aims to put an end to ad fraud by including app specification protocols for ULRs from apps listed in mobile app stores.
Tappx analysed the initial adoption for the IAB’s ads.txt and app-ads.txt initiatives throughout March and April 2019. It noted that adoption of app-ads.txt was significantly lower than that of ads.txt. Indeed, fewer than 8% of high ranking apps had adopted the initiative.
Fernando Saiz, chief marketing officer at Tappx, explained:
“The reasons for this are likely to be two-fold: 1) many app developers (small to medium sized) do not possess their own websites, and 2) there is lower awareness around adtech issues within app development communities, especially relating to app-ads.txt and the benefits it can provide. Tappx are accredited members of IAB Spain, hence we are strong advocates for community and the IAB’s latest extension, app-ads.txt. By reducing friction for adoption for the app-ads.txt specification, we are closer to eradicating spoofed in-app inventory, and hence helping to reduce digital ad fraud.”
Tappx plans to keep up to date with App-ads-txt.com by regularly releasing reports throughout 2019 based on its internal research programme and analysis of apps across global app stores.