Thought Leadership

How App-Ads.txt Promotes Brand Safety

November 12, 2019
By Rubicon Project

In this new video, John Clyman discusses Rubicon Project’s commitment to app-ads.txt, and explains why it’s important for all players in the programmatic supply chain to work together for brand safety.

Video Transcript:

How does app-ads.txt promote brand safety?

App-ads.txt is an extension of the ads.txt standard to support in-app inventory, and ads.txt is a mechanism for sellers to declare who’s authorized to sell their inventory, to help guard against unauthorized resale and help guard against spoofing or faking of that inventory.

So when people think about enforcing app-ads.txt, they usually start with DSPs and buyers, who need to enforce it across all the different supply paths they’re sourcing from and integrated with. But it’s really important for intermediaries like Rubicon Project Exchange to also do that enforcement.

We do not want any unauthorized inventory transacting in the exchange. We don’t want to be sending unauthorized inventory in the bid stream to buyers, and we don’t want to be benefiting in any way financially from unauthorized inventory.

Certainly app-ads.txt is designed to help buyers ensure that they’re getting inventory from authorized, legitimate sources, and reducing the possibility they’re buying spooked inventory. But really it benefits sellers in a tremendous way as well, because sellers who have made huge investments in content, in their websites and their apps, deserve to be remunerated for that. They deserve to benefit from the investments they’ve made, and not have that money siphoned off by an unauthorized third party.

To learn more about brand safety at Rubicon Project, email us:

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