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

Aug 01, 2019

Centro, a 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 sellers of ads in their apps. Centro began the testing of app-ads.txt enforcement in Basis in Q2 2019.

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.

Basis is a comprehensive, automated, and intelligent digital media platform. It consolidates digital operations across programmatic, direct, search, and social campaigns. Agencies using Basis are assured that it no longer submits open market bids on mobile app inventory from unauthorized supply paths when app developers have published their app-ads.txt file. Now, bidding only occurs on supply paths explicitly authorized by app publishers, or where publishers have not chosen to publish app-ads.txt or ads.txt files. There’s no additional effort or fees needed from agencies and media teams—enforcement is automatic.

Centro is at the forefront of brand safety and ad fraud mitigation in digital advertising. Ian Trider serves on the OpenRTB working group and has played a significant role in building the specification for ads.txt. As a member of the Trustworthy Accountability Group, Centro has been awarded certifications against ad fraud and content piracy.

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