Pixalate sat down with Jennifer Derke, Director of Product, Programmatic/Automation at IAB Tech Lab, an industry consortium which develops standards and technology for the digital media ecosystem, to discuss the app-ads.txt standard and forays into emerging channels like OTT/CTV.
IAB Tech Lab on app-ads.txt and what's next for OTT/CTV
There's value in collaboration. Derke says the fast uptake of ads.txt and app-ads.txt impressed the IAB Tech Lab and that adoption of the initiatives "gives us hope that there's still value in producing industry technology standards, [in] collaboration, and [in] educating marketers to use these technologies to reduce fraud."
OTT/CTV are huge opportunities. The IAB Tech Lab is working to give marketers the same brand safety toolkits for desktop and mobile in-app to the "wild west" of OTT/CTV, including app-ads.txt and OTT identifiers
Ads.cert also helps combat adfraud. The IAB Tech Lab's ads.cert initiative helps buyers understand if the inventory is authenticated; a complementary type of transparency to ads.txt. Other initiatives include sellers.json and supply chain object
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Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”