September 16th, 2019

Fight Advertising Fraud in Mobile Apps with IAB Tech’s App-Ads.txt



Programmatic advertising has been a game-changer for many online retailers. The ability to automate the buying and selling of ads saves time and streamlines marketing campaigns. However, this modern convenience soon gave rise to another problem: advertising fraud. In other words, unauthorized resellers found ways to claim and spoof inventories as their own, even when they weren’t authorized to sell it.

Enter Ads.txt, a fraud-fighting program released by IAB Tech Labs in 2017. Two years later, the research and development consortium has released a newer version, called App-Ads.txt, that cuts down on mobile advertising fraud within apps themselves.


As an app publisher, adopting this specification allows your in-app advertising inventory to remain eligible and verifiable to programmatic buyers, allowing you to successfully reach your monetization goals. It reduces fraudulent in-app inventory from marketing campaigns, as well as identifying and blocking instances of unauthorized developer impersonation.


Implementing the app-ads.txt specification primarily relies on the following steps, though details may vary depending on your own infrastructure.

  1. Create a publicly accessible website for your company (example:
  2. Specify the website in the developer website section of the app store at the time of your app submission.
  3. On your website, create and publish an app-ads.txt file that should be accessible at /app-ads.txt location (example: Make sure to carefully proofread all content.
  4. The file should be saved as a text file and the content of the file should be one line for each of your direct sellers and resellers. 

How to authorize Tapjoy as a Digital Seller

  1. Go to the Account option in your Tapjoy dashboard.
  2. Then click on the “app-ads.txt” option on the left menu. Add your company domain into the “Enter your URL” field.
  3. Copy the contents of the box labeled “app-ads.txt” or use the handy copy button to the right of the box.
  4. Append this data to your app-ads.txt file. Don’t worry if you see duplicate entries for the same domain, the unique id is specific to Tapjoy.

This IAB-recommended best practice of specifying resellers of your inventory keeps your reach at its fullest potential and helps prevent domain spoofing against your app.

For more information on all things mobile advertising, reach out to the experts at Tapjoy today! 


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