Centro Enforces App-Ads.txt to Automatically Target App Ads from Authorized and Validated Sellers

Centro’s Basis Prevents Buying from Fraudulent and Questionable Ad Sellers Representing Mobile Applications Centro, a global provider of advertising technology, announced the enforcement of app-ads.txt in Centro’s programmatic ad platform, Basis. Basis now automatically targets app ads from authorized and validated sellers. This prevents advertisers from buying ads from fraudulent and questionable sellers representing mobile applications. The IAB Tech Lab created the app-ads.txt standard for publishers to list and authorize…

Tappx launches App-ads-txt.com to Drive Adoption for App-ads.txt

Tappx, a leading AdTech company specializing in advertising solutions for advanced digital platforms, launched App-ads-txt.com, a free hosting tool to increase adoption of the new IAB standard app-ads.txt, thereby supporting the IAB mission to create a community of authorized digital advertising inventory to help fight digital advertising fraud. Tappx created the free web hosting service App-ads-txt.com to help mobile app developers to integrate app-ads.txt without the need for a domain, website or additional development.…

DoubleVerify Fraud Lab Identifies Botnet Scheme Targeting Ads.txt

Fraudsters Manipulated Ads.Txt Files on Hundreds of Sites to Sell Fake Inventory DoubleVerify the leading independent provider of marketing measurement software and analytics, announced that it has identified a new bot network that perpetrates fraud by circumventing ads.txt protections. The botnet that DV uncovered perpetrates a sophisticated, unique type of fraud. The bot first visits a given publisher site and scrapes the site’s content. The bot then creates falsified copies of the scraped pages on its own server,…

SpotX Announces 100% ads.txt Compliance

Spotx Releases Infographic Tracking Adoption of IAB Initiative SpotX, the leading global video advertising and monetization platform, announced the launch of a new infographic that highlights its 100% compliance with the IAB's ads.txt specification version 1.0.1. Since June 2017, SpotX has advocated for ads.txt adoption and helped educate publishers on the benefits of the Authorized Digital Sellers initiative, which is designed to empower publishers and distributors to declare who is allowed to sell their inventory.…

IAB Tech Lab Launches Ads.txt Aggregator as Part of Ongoing Effort to Combat Ad Fraud

New Tool Provides Comprehensive Resource to Confirm Authorized Ad Sellers The IAB Technology Laboratory recently released ads.txt aggregator – a critical tool to support its ads.txt anti-fraud initiative. This service provides daily updates on publishers’ approved ad sellers, making it easier for marketers, agencies, and platforms to eliminate fraudulent inventory sources, and fight against domain misrepresentation. Ads.txt (Authorized Digital Sellers), which launched in May 2017, allows publishers to list their…

Telaria Attains 100% Ads.txt Compliance Across All Premium Video Supply

Telaria Bans Unauthorized Resellers to Help Publishers and Buyers Identify Legitimate Video Supply and Reduce Counterfeit Inventory Telaria, the leading video monetization software company, announced that it is the first and only video supply platform to reach full ads.txt compliance following a concerted effort to ensure all its publisher partners have adopted the initiative. To adhere to the highest level of transparency and accountability, the company will continue to block all resellers not authorized in a publisher’s…

AppNexus Enforces Ads.txt in Broader Push for Industry Transparency

By January 24, 2018, the Date AppNexus Began Enforcing the Policy, over 80% of the Top 1000 Domains Available Within the AppNexus Marketplace Had an ads.txt File AppNexus, the world's leading independent advertising technology company, today announced that it automatically, and without exception, enforces publishers' ads.txt files by disabling buying on unauthorized sellers through the AppNexus Programmable Platform (APP). The company was an early promoter of ads.txt, the IAB initiative that gives publishers a…

TAG Anti-fraud Certification Will Require Publishers to Implement Ads.txt

Expanded Anti-Piracy Program Provides First Path to Certification for Ad Buyers, Publishers The Trustworthy Accountability Group (TAG), an advertising industry initiative to fight criminal activity in the digital advertising supply chain, today released updated certification guidelines for its Certified Against Fraud and Certified Against Piracy Seal Programs. The updated Certified Against Fraud Guidelines now require publishers to adopt and implement the ads.txt specification released by the IAB Tech Lab last May,…

Ads.txt Experiencing Growing Pains, and What About Apps?

For the uninitiated, Ads.txt is an initiative launched by the IAB Tech Lab earlier this year. Ads.txt is a straightforward text file that publishers can upload onto their website listing certified inventory sellers for buyers. DSPs can select to bid on inventories only from authorised sellers and reject bids where the sellers are not listed on the Ads.txt file. This solution has ambitions to eliminate domain spoofing and fake inventory fraud but totally disregards app inventories. Mobile apps account for 84.9% of total…

Mediavine Achieves 86% Ads.txt Ad Request Rate

Mediavine Publisher Network, a Full-Service Ad Management Company for Content Creators, Gets Majority of Ad Requests with ad.txt Files  Mediavine recently announced that 86 percent of the company's ad requests are now from properties with ads.txt files. Mediavine is one of the first publisher representative firms to widely adopt ads.txt, which verifies to advertisers that display and video impressions will not be running on fake or bot websites. Earlier in 2017, the Interactive Advertising Bureau (IAB) announced…

Don’t be the Guy Wearing the Fake Rolex: Support Ads.txt

Knock-offs have long been the bane of the fashion industry. One need only visit Canal Street in Manhattan to see “solid gold watches” peddled on the sidewalk, and Versace imitation purses hawked on the cheap. No brand wants to see a copy of their designer label sold on the black market. And no buyer wants to discover that their Rolex is really a faux-lex. Unfortunately, knock-offs aren’t confined to the fashion industry. The reselling of long-tail inventory under fraudulent terms has become common practice in the…

The State of Ads.txt: Not a Big Clean-up Yet

Ad tech is not immaculate, let’s face it. The ecosystem is inhabited by bad actors and digital transactions are intervened by shady intermediaries. Tricky fraudsters like Methbot generate invalid traffic and get away with it. Programmatic has long lacked a mechanism for buyers to verify whether a supplier is legitimate to sell a publisher’s ad inventory. On the open exchange, buyers think they’re buying inventory from reputable publishers like NBCUniversal but often end up purchasing from impostor sites instead. As a result…

How to Survive in 2020: A Checklist for Independent AdTech

We’re only one month into 2020, and the AdTech industry is already manifesting one change after another. With a lot of pressure coming from the world markets and ongoing issues within the industry itself, independent AdTech will have to face many challenges this year. However, brace yourselves, for we’re in this together! Here’s our checklist on how to survive in 2020. 1. Bye-Bye, Cookie As you might already know, Google will drop third-party cookies in 2022. Which seems like a distant future. However, this decision is…

Pandora, AdsWizz Earn TAG ‘Certified Against Fraud’ Seal

Both Companies Committed to Combat Fraudulent, Invalid Traffic for the Digital Audio Advertising Industry After over a year’s efforts, Pandora, working closely with AdsWizz, has been awarded the TAG “Certified Against Fraud” Seal by the Trustworthy Accountability Group. The TAG seal has become a baseline expectation for fraud prevention in the advertising industry, and it reassures buyers that Pandora is following anti-fraud best practices to combat fraudulent, invalid traffic and promote greater transparency in the…

Thinking Back and Looking Ahead at the Programmatic Ecosystem – Brand Safety is No Longer a Pipe Dream

Back in 2017, the programmatic marketplace was tainted by multiple controversies—all surrounding concerns around brand safety and the legitimacy of content where ads were being placed. Most notably, brands began pulling ads from YouTube due to instances where advertisements were being programmatically placed alongside various forms of controversial content (from extremist propaganda to hate videos and more). Google was quick to respond with more than just an apology—mapping out a plan for how they would continue to…

Mintegral Granted IAB Tech Lab Open Measurement SDK Certification

The programmatic and interactive advertising platform Mintegral announced that it has received the Interactive Advertising Bureau (IAB) Tech Lab Open Measurement SDK certification. This provides Mintegral partners with an extra layer of transparency as it allows for third-party viewability and verification of ad traffic. Mintegral has also been granted IAB Tech Lab membership, which will enable us to participate in defining and implementing more ad-tech standards in order to drive the industry forward towards a more open…

IAB President Patrick Dolan Announces Departure After 13 Years at Digital Industry Trade Association

Organization Launches Search for Successor to Lead Strategy, Strategic Marketing, and Revenue The Interactive Advertising Bureau (IAB) announced that the organization’s President, Patrick Dolan, will depart in June 2020 to pursue an entrepreneurial opportunity, after 13 years guiding the digital marketing and media industry trade association toward unprecedented growth and influence. “Under Patrick’s steady hand, IAB has grown continually in stature and capability” During Dolan’s tenure, IAB has grown from 15 people,…

Brand Safety Requires Effective Identification Measures

White Paper from Advertising Standards Organizations Urges Industry to Adopt Identifiers Across Ad Assets, Businesses, and Consumers A new white paper released by five leading advertising standards organizations highlights the importance for brand safety of adopting effective identification measures across the digital advertising supply chain. Released by the Brand Safety Institute (BSI) in coordination with Ad-ID®, EIDR, Trustworthy Accountability Group (TAG), and IAB Tech Lab, "Identification: It's as Easy as ABC"…

Opinion: In Order to Beat Ad Fraud, Prevention Is the First, Most Important Line of Defense

While some within the industry might have previously brushed off ad fraud as an annoying itch, everyone from advertisers to agencies and ad networks are starting to come to grips with the immense threat it poses. With estimates of ad fraud in 2019 set to total $18.7 billion in North America - 36% of estimated global loss, it’s not hard to see why. Discoveries of high profile fraud operations and litigation have been coming in hard and fast, and from major household brands to boot. For example, Uber recently filed lawsuits…

4 Ways to Boost Programmatic Video Advertising ROI This Holiday Season

Step #1 Start Early and Leverage PMP/Guaranteed Deals 45% of US consumers say they plan to start shopping before November 1. This creates a sufficient window (approx. 60 days) for marketers to get their brand campaigns in front of the desired audiences. Marketers can start Advertising campaigns early not only to captures the consumer's attention at the right time but also giving marketers a higher chance of booking exclusive high-value publisher inventory through the private marketplace (PMP) deals at a much reasonable…