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

Tuesday, July 30, 2019   (0 Comments)
Posted by: Sandy Thomas
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Centro (www.centro.net), 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 (www.iab.com) created the app-ads.txt standard for publishers to list and authorize sellers of ads in their apps. Centro began the testing of app-ads.txt enforcement in Basis in Q2 2019.

“Authorization and validation of sellers is an important step in creating brand safe environments for marketers,” said Ian Trider, director of RTB platform operations, Centro. “Centro is ensuring that our users access app inventory solely from sellers authenticated by app publishers. As app-ads.txt gains wider adoption and as other DSPs follow our lead, there will be fewer and fewer opportunities for fraudulent entities in the digital media ecosystem.”

The IAB Tech Lab’s OpenRTB working group released the app-ads.txt specification in March 2019 as an easy-to-implement system for app publishers to declare their ad sales partners. It currently supports mobile app, OTT, or any other app ad inventory, and is an extension of the original ads.txt standard for web publishers.

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