Pixalate’s analysis of IAB Tech Lab’s app-ads.txt and ads.txt programs reveals that over 182,000 apps and over 1.2 million domains have adopted these initiatives

Pixalate, a global ad fraud intelligence and marketing compliance platform, announced the release of its 2019 App-ads.txt and Ads.txt Trends Report. The report updates programmatic buyers and sellers on the latest trends around the IAB Tech Lab’s initiatives.

Key Findings: 5,550% growth in app-ads.txt adoption in 2019

• App-ads.txt’s explosive growth: 5,550% rise in app-ads.txt adoption in 2019; over 182,000 apps now have app-ads.txt
• Ad fraud (IVT) impact: Apps with app-ads.txt had 13% less invalid traffic (IVT), but domains with ads.txt had more IVT (17%) compared to those without
• iOS has faster adoption for programmatic buyers: 73% of the top 1,000 iOS apps in terms of programmatic ad volume have app-ads.txt, compared to 53% of the top 1,000 Android apps; programmatic ad volume as measured by Pixalate
• Ads.txt adoption doubles YoY: The desktop ads.txt program is still growing, with over 1.2 million domains now having ads.txt files
• Top SSPs: Google and Rubicon Project rank high across the board on both app-ads.txt and ads.txt files

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What’s inside the report

Pixalate’s 2019 App-ads.txt and Ads.txt Trends Report includes:

• Latest adoption trends for app-ads.txt and ads.txt
• App-ads.txt adoption comparison for iOS vs. Android
• Ad fraud (IVT) impact for both app-ads.txt and ads.txt
• Adoption rates for the most popular apps & domains
• Top SSPs for Android, iOS, and desktop (broken down as ‘reseller’ and ‘direct’)

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“It’s encouraging to see ads.txt adoption reach critical mass, unlocking new scale and eliminating the risk of buyers going through unauthorized channels,” said Jalal Nasir, CEO of Pixalate. “With the right checks and balances, brands can avoid buying misrepresented inventory in the programmatic supply chain.”

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