{"id":13586,"date":"2019-10-10T17:01:26","date_gmt":"2019-10-10T11:31:26","guid":{"rendered":"https:\/\/www.www.adpushup.com\/blog\/?p=13586"},"modified":"2022-09-02T16:43:49","modified_gmt":"2022-09-02T11:13:49","slug":"what-is-app-ads-txt","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/what-is-app-ads-txt\/","title":{"rendered":"What is App-ads.txt?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>We already have <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/explainer-what-is-ads-txt\/\" target=\"_blank\">ads.txt<\/a> to authenticate sellers of web-based <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-determine-the-value-of-your-ad-inventory\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad inventory<\/a>. But what about the app-based inventory? On March 13th, IAB released the final version of app-ads.txt for mobile apps and OTT services.<\/p>\n\n\n\n<p>The idea of implementing app-ads.txt is the same as ads.txt\u2014listing down the names of authorized inventory sellers. However, the technicalities are different which may confuse publishers, sellers, and buyers during implementation.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-app-ads-txt\/#What_is_App-adstxt\" >What is App-ads.txt?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-app-ads-txt\/#Why_Not_Just_Use_Adstxt\" >Why Not Just Use Ads.txt?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-app-ads-txt\/#What_Does_The_App-adstxt_File_Contain\" >What Does The App-ads.txt File Contain?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-app-ads-txt\/#How_Does_app-adstxt_Work\" >How Does app-ads.txt Work?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-app-ads-txt\/#How_does_app-adstxt_Benefit_Publishers\" >How does app-ads.txt Benefit Publishers?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-app-ads-txt\/#How_Does_IAB_Plan_to_Maximise_the_Use_of_App-adstxt\" >How Does IAB Plan to Maximise the Use of App-ads.txt?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_App-adstxt\"><\/span>What is App-ads.txt?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>app-ads.txt (Authorized Sellers for Apps) is an IAB-initiative through which mobile app publishers can declare vendors they have authorized to re-sell their inventories. By referring to app-ads.txt, buyers can check whether or not the vendors offering inventory are authentic.<\/p>\n\n\n\n<p>Adding an open list like app-ads.txt contributes to a more transparent supply chain and minimizes the risk of ad fraud practices such as <a href=\"https:\/\/impact.com\/ad-fraud-verification\/how-to-protect-against-in-app-spoofing-2\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">app spoofing<\/a>. This technology is an effort to save app publishers from ad fraud by listing authorized sellers.<\/p>\n\n\n\n<p>app-ads.txt is a publically available file that can be accessed by DSPs and advertisers. Just like ads.txt, app-ads.txt is not mandatory (yet), but a recommended practice.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Why_Not_Just_Use_Adstxt\"><\/span>Why Not Just Use Ads.txt?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Websites and applications are considered to have different inventories. Web-based ad inventory sellers typically don\u2019t deal with an app-based inventory. Keeping that in mind, both types of inventories needed separate files declaring their respective authorized sellers.<\/p>\n\n\n\n<p>In short, just like for web inventory, mobile app inventory requires its own spec to authorize sellers and prevent fraud. Hence, app-ads.txt offers the same to app and OTT publishers.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"What_Does_The_App-adstxt_File_Contain\"><\/span>What Does The App-ads.txt File Contain?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Similar to ads.txt, app-ads.txt can also be created using a text editor; remember to save the file with \u2018.txt\u2019 extension. Here are the details you need to create a list of authorized sellers for app:<\/p>\n\n\n\n<ul><li><strong>Seller\u2019s domain name:<\/strong> As the name suggests, this is the domain name of the seller. For instance, if you use MoPub to monetize your app inventory, then the source domain would be mopub.com.<\/li><li><strong>Publisher\/Seller ID:<\/strong> If the publisher is a direct seller of his own inventory, then the publisher ID will have to be added to the list. In the case of resellers, their seller ID would be needed.<\/li><li><strong>Type of relationship:<\/strong> The publisher-seller relation needs to be defined. Sellers having direct contact with publishers would be direct sellers. Whereas, sellers getting inventory from SSPs or <a href=\"https:\/\/www.adpushup.com\/blog\/top-ad-exchanges-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad exchanges<\/a> would be considered resellers. In some cases, a seller can be both, a direct seller and reseller.<\/li><li><strong>Ad source ID:<\/strong> This refers to the <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.tagtoday.net\/tagregistry\/\" target=\"_blank\">TAG ID of the seller<\/a> stating the seller or his company is compliant with the best (fraud-free) practices of ad tech.<\/li><\/ul>\n\n\n\n<p>These details must be written in CSV (Comma Separated Values) format. Here\u2019s how it should look like:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code>mopub.com, &#91;Publishers\/Seller ID], DIRECT, 74b46c0ea83967ca<\/code><\/pre>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_Does_app-adstxt_Work\"><\/span>How Does app-ads.txt Work?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Along with a mobile application, app publishers also usually have a developer website. The app-ads.txt file is uploaded to this website. Here, buyers will find the list of authorized sellers at \u2018domain.com\/app-ads.txt\u2019.<\/p>\n\n\n\n<p>app-ads.txt is published and hosted in the same way as ads.txt. The app publisher will create a text file with the details of all the authorized sellers and host it on his\/her developer site. Make sure the developer website is the same as the one mentioned on the App Store and Play Store.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_does_app-adstxt_Benefit_Publishers\"><\/span>How does app-ads.txt Benefit Publishers?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Prevent ad fraud:<\/strong> Fraudsters often clone the original applications and lead advertisers to spend their budget on illegitimate inventory. As a result, publishers lose revenue that is rightfully theirs. In most cases, publishers aren\u2019t able to calculate the losses caused by spoofing.<\/p>\n\n\n\n<p><strong>Promotes buyer trust:<\/strong> Even though app-ads.txt is not mandatory, some buyers may reject inventory without an authorized sellers file. DSPs also don\u2019t want their spend to go to waste. Hence, for publishers, app-ads.txt can help create more trust with buyers.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_Does_IAB_Plan_to_Maximise_the_Use_of_App-adstxt\"><\/span>How Does IAB Plan to Maximise the Use of App-ads.txt?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.adpushup.com\/blog\/implement-ads-txt\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Just like app.txt (opens in a new tab)\">Just like app.txt<\/a>, the benefits of the app-ads.txt should self-evidently encourage adoption.&nbsp;<\/p>\n\n\n\n<p>The buyers don\u2019t want their investment to go to waste. Hence, app-ads.txt is likely to see an adoption push from the demand-side as well. While constantly updating app-ads.txt can be a tedious affair, it\u2019s worth the effort considering the benefits of implementing it.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>We already have ads.txt to authenticate sellers of web-based ad inventory. But what about the app-based inventory? On March 13th, IAB released the final version of app-ads.txt for mobile apps and OTT services. The idea of implementing app-ads.txt is the same as ads.txt\u2014listing down the names of authorized inventory sellers. However, the technicalities are different<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":13587,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6439],"tags":[6422],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is App-ads.txt? 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