Thought Leadership

How to Implement App-Ads.txt

November 25, 2019
By Rubicon Project

App-ads.txt enhances brand safety in the mobile app environment. But it’s vital for mobile app publishers to implement this new technology correctly. Andrey Tserkus, Principal Software Development Engineer at Rubicon Project, explains how to avoid common pitfalls when implementing app-ads.txt.


Why is it important for sellers to get app-ads.txt right?

Everything boils down to monetization. So, app-ads.txt technology is still taking off. But, looking back at our experience with ads.txt, we know that it’s just a matter of time until all the buyers will start either preferring or requiring the model inventory to have app-ads.txt on file. And if it doesn’t happen, then it means that the publisher will just drop to the bottom of the market and will compete just for the low-cost ads.

And that’s why it’s important not only to get it right, but it’s also important to execute it right.

App-ads.txt technology is about whitelisting. And this word, whitelisting, is quite important here. So, as you see, if a bad mistake is made, then the whitelist can be considered as empty by third-party crawlers. What it means is you’re basically not allowing anyone to sell your inventory. And that will mean that the whole monetization will just stop immediately.

That’s of course the worst case, but what we see regularly on the platform is that a smaller mistake is made, but it means that the rules that you have carefully designed, they are just not applied. And it means that those crawlers, your partners, they see a completely different configuration than what you have done. And all your efforts on adopting this technology and implementing it, they are just wasted.

If a publisher wants to sell his inventory effectively, then it means that he needs to invest some time, some technical resources, study the specification, and, of course, do it right.

To learn more about implementing app-ads.txt, email us:

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