App-ads.txt (Authorized Sellers for Apps) is an extension of the ads.txt standard designed specifically for mobile apps. Similar to ads.txt, app-ads.txt aims to increase transparency in the digital advertising ecosystem and prevent unauthorized inventory sales, particularly in the context of mobile apps. Here’s how fraud prevention works with app-ads.txt:
- Authorized Sellers List for Apps:
- Mobile app developers create and publish an app-ads.txt file on their servers. This file contains a list of authorized digital sellers or entities that are permitted to sell the app’s ad inventory.
- Verification by Ad Buyers:
- Advertisers, ad networks, and demand-side platforms (DSPs) check the app-ads.txt file for the mobile apps they are interested in. They verify that the sellers from whom they are considering purchasing inventory are listed in the app-ads.txt file.
- Preventing Unauthorized Sales in Mobile Apps:
- If a seller is not listed in the app-ads.txt file, it indicates that they are not authorized by the app developer to sell the inventory. Ad buyers can use this information to avoid purchasing from unauthorized sellers, reducing the risk of ad fraud within mobile apps.
- Mitigating In-App Ad Fraud:
- App-ads.txt helps mitigate specific types of in-app ad fraud, such as the unauthorized resale of ad inventory or fraudulent representations of app ownership. By providing a clear list of authorized sellers, it makes it more difficult for fraudsters to exploit the mobile app ecosystem.
- Enhancing Transparency and Accountability:
- App-ads.txt contributes to transparency by publicly listing authorized sellers for each app. This transparency is essential for building trust in the mobile advertising space and holding app developers, ad networks, and advertisers accountable for their roles in the ad supply chain.
- Addressing Domain Spoofing in Apps:
- Similar to ads.txt for websites, app-ads.txt helps prevent domain spoofing in mobile apps. Ad buyers can verify the legitimacy of the seller and ensure they are dealing with the actual authorized app developer.
It’s important to note that app-ads.txt is part of a broader industry effort to combat ad fraud. While it is a valuable step, it may not eliminate all forms of fraud. Ongoing vigilance, the adoption of additional standards, and the use of advanced fraud detection technologies are crucial for maintaining a secure and transparent mobile advertising ecosystem.