TheViewPoint introduces support for app-ads.txt
TheViewPoint, a SaaS ad monetization platform for CTV/OTT publishers and broadcaster, enforces the implementation of app-ads.txt across partners’ inventory. The support of app-ads.txt file helps publishers mitigate the risks of having their ad inventory sold and resold by unauthorized ad vendors and dubious sellers. Advertisers, in turn, ensure their ad campaigns reach the intended OTT apps’ audiences.
Thus, protecting both ends of the ad exchange link, ads.txt helps build a safe and transparent advertising ecosystem.
App-ads.txt is the final version of a standard that helps eliminate unauthorized or domain-spoofed app inventory transactions across mobile, connected TV, and other devices. Having set this standard in March 2019, the Interactive Advertising Bureau Tech Lab marked the official start of the fight against fraud in OTT and mobile in-app advertising. Being an extension to ads.txt introduced in 2017, the app-ads.txt version is one of the most successful industry standards and is now widely adopted by web publishers.
The numbers suggest impressive success of the initiative: in 2019, the growth in app-ads.txt adoption hit the mark of 5,550% (acc.to Pixalate report). Another finding that explains such an upsurge in adoption is the disturbing 13% higher risk of invalid traffic in applications that do not support the standard. By carrying out its implementation, TheViewPoint encourages all of the industry members to contribute to the transparency of ad exchange operations, securing each party’s interest and safety of the overall digital advertising ecosystem.
‘The excessive ad-fraud scourge has become the pressing problem in the digital advertising ecosystem. We emphasize the importance to support app-ads.txt standard for publishers and those involved in selling and buying CTV/OTT video ad inventory. App-ads.txt will help prevent unauthorized and domain-spoofed app inventory from damaging the advertiser’s brand and video publisher’s revenue. In other words, that is the easiest and the most affordable way to divert either ad profits or ad spend from fraudsters. Also, brand advertisers are willing to pour increased ad budgets for app-ads.txt compliant inventory. So for publishers, the standard’s support is coupled with an opportunity to sell inventory at higher industry rates ’ commented on the initiative Daniel Elad, Chief Strategy Officer at TheViewPoint.
About TheViewPoint
TheViewPoint is an innovative video ad monetization platform for CTV/OTT publishers and broadcasters. It is designed to provide every player looking to monetize video inventory with a transparent demand chain and higher margins. TheViewPoint enables content owners to manage direct deals with demand partners. A wide set of tools developed specifically for the connected TV environment allows publishers to effectively scale up their business.