Last year about this time, the Interactive Advertising Bureau (IAB) Tech Lab launched its ads.txt project to prevent fraudulent selling of website ad inventory.
This week, the Tech Lab is releasing a proposed spec for extending ads.txt, which is now widely adopted, to mobile apps. The proposal is open to public comments over the next 30 days.
Essentially, SVP and General Manager Dennis Buchheim explained to me, it’s the same ads.txt, but with a pointer from apps. For web inventory, the ads.txt file, which lists those exchanges and others that are authorized to sell space on a given site’s pages, normally resides in the root folder of a website.