App-ads.txt”and seller.json are both important tools in the digital advertising ecosystem, but they serve different purposes and function in distinct ways:
app-ads.txt and seller.json are both important tools in the digital advertising ecosystem, but they serve different purposes and function in distinct ways:
1. Purpose and Function:
– app-ads.txt: This is a text file that publishers host on their web servers, listing all the companies that are authorized to sell their digital ad inventory. It’s part of an initiative by the Interactive Advertising Bureau (IAB) to prevent unauthorized inventory sales and combat ad fraud. It’s particularly useful for mobile and web app publishers.
– seller.json: This is a JSON file used by ad networks, exchanges, and other intermediaries to disclose information about the entities that are selling digital ad inventory through their systems. It provides transparency in the programmatic advertising supply chain by revealing details about sellers and intermediaries.
2. Usage:
– app-ads.txt: Used by publishers and app developers to publicly declare who can sell their ad inventory. This helps advertisers verify that they are buying authentic inventory.
– seller.json: Used by ad platforms and exchanges to provide transparency about the entities (like publishers, intermediaries) involved in the selling of ad inventory.
3. Implementation:
– app-ads.txt: Implemented by publishers on their own domains. Advertisers and ad platforms can then access these files to verify authorized digital ad sellers.
– seller.json: Implemented by ad exchanges and networks. It’s publicly accessible, allowing buyers to see information about the sellers in the programmatic advertising chain.
4. Content:
– app-ads.txt: Contains information about authorized sellers for a publisher’s inventory, including the seller’s domain name, publisher ID, relationship type (DIRECT or RESELLER), and certification authority ID.
– seller.json: Includes details about each seller, such as the seller’s name, ID, role (PUBLISHER, INTERMEDIARY, BOTH), and whether they are authorized to sell on behalf of others.
5. Focus:
– app-ads.txt: Focuses on empowering publishers to control and protect their ad inventory.
– seller.json: Aims to provide transparency for buyers about who is selling the ad inventory and through which channels.
Both tools are part of a broader effort to increase transparency and trust in the digital advertising ecosystem, helping to combat fraud and ensure that ad spending reaches legitimate and intended destinations.