Centro’s DSP enforces app-ads.txt to target authorized ad inventory

Global ad tech provider Centro announced Tuesday that it will be enforcing app-ads.txt in its DSP, Basis. As part of an industry-wide effort to mitigate fraudulent ad selling, Basis will now default to targeting app ads from authorized and validated sellers.

The app-ads.txt specification, launched earlier this year by the IAB Tech Lab, allows app publishers to take advantage of the ads.txt protocol by linking their app store listings to their websites and uploading a text file listing authorized sellers to their back end. It’s also designed for connected TV (CTV) inventory sellers, but CTV app stores don’t yet support it.

“Authorization and validation of sellers is an important step in creating brand-safe environments for marketers,” said Ian Trider, director of RTB platform operations at Centro. “As app-ads.txt gains wider adoption and as other DSPs follow our lead, there will be fewer and fewer opportunities for fraudulent entities in the digital media ecosystem.”

Why we should care

Centro joins Google, which said DV360 will stop buying unauthorized app inventory as identified by app-ads.txt files. As more DSPs start enforcing it, app publishers will be under more pressure to implement it so as not to miss out on revenue as the industry pushes for wider adoption.

More on the news

• Agencies using Basis will no longer be able to submit open market bids on mobile app inventory from unauthorized suppliers when app developers have implemented the app-ads.txt file.
• Now, bidding only occurs on supply paths explicitly authorized by app publishers.
• Enforcement is automatic, meaning there are no additional fees needed from agencies and media teams in order to bid on authorized inventory.