As part of its ongoing effort to fight fraud, Brightcom announces a new ads.txt policy regarding its app inventory. Starting July 1, 2019, Brightcom will only serve apps that carry IAB Tech Lab’s Authorized Sellers for Apps specification. The new policy comes on the heels of IAB’s recent release announcement of its final version of app-ads.txt for mobile apps.
This is not Brightcom’s first leadership act when it comes to ads.txt adoption. In early 2018, Brightcom launched a WordPress plug-in that makes ads.txt management simple and intuitive to all of the popular CMS users. As a result of these efforts, more than 11,000 publishers have implemented Brightcom’s ads.txt, as validated by AdAuth.
According to Pixalate (which Brightcom has been working with to assure traffic quality for the past few years), almost a quarter of all ad impressions in mobile apps are fraudulent in some way.
“Currently, we have two processes in motion,” says Etai Eitany, CEO of Brightcom. “We are finalizing development within our Compass AI platform (in-house SSP) that will allow us to enforce this policy. At the same time, we are in constant dialogue with our In-App developers, to help, guide and verify that all ads.txt implementations are being done before July 1st.”