If you’re a publisher in the mobile app space, you know protecting your ad revenue is a top priority. That’s where app ads.txt comes in. This simple file is your first line of defense against bad actors stealing your earnings, and it’s essential for any serious publisher to implement.
Think of it as a public directory that tells the digital advertising world who is officially allowed to sell your app’s ad space. Without it, you’re leaving money on the table and risking your reputation. Let’s get your garden in order so your revenue can grow.
App Ads.txt
You might be familiar with ads.txt for websites. App ads.txt is the same concept, but specifically for in-app inventory. It’s an IAB Tech Lab standard designed to combat ad fraud, particularly spoofing where scammers pretend to sell your ad space. By listing your authorized sellers, you make the ecosystem more transparent for everyone.
Why You Can’t Ignore App Ads.txt
Ignoring this file is like leaving your garden gate wide open. Here’s what happens:
* Lost Revenue: Unauthorized sellers can undercut your prices and siphon off your earnings.
* Brand Risk: Your ads could appear next to low-quality or harmful content through these unauthorized channels, damaging your app’s reputation.
* Wasted Spend: Advertisers lose trust in your inventory if they can’t verify its authenticity, which can lead them to spend their budgets elsewhere.
* Platform Compliance: Major ad platforms and exchanges increasingly require a valid app ads.txt file to work with you. You might be blocked from certain demand sources without it.
The Key Components of Your App Ads.txt File
The file itself is a plain text document. Each line represents an authorization. Here’s what each part means, broken down:
1. Field 1: The Domain Name
This is the root domain of the advertising system (like an SSP or exchange) you have a direct relationship with. Example: `example-ssp.com`.
2. Field 2: The Publisher Account ID
This is your unique identifier within that advertising system. It’s often a long string of numbers and letters. You must get this directly from your account manager or platform.
3. Field 3: The Relationship Type
This declares the nature of the relationship. There are only two options:
* `DIRECT`: You have a direct contract with the seller.
* `RESELLER`: The seller is authorized to sell your inventory on your behalf, but you don’t have a direct contract.
4. Field 4: The Certification Authority ID (Optional)
This is a TAG ID used to identify entities involved in the ads.cert chain. It’s not always required but adds another layer of verification.
A complete line looks like this:
`example-ssp.com, 1234567, DIRECT, a123b456c789`
How to Create and Implement Your File: A Step-by-Step Guide
Don’t worry, setting this up is straightforward. Follow these steps.
Step 1: Gather Your Authorized Seller Information.
Contact every company you work with directly to sell your ads (SSPs, exchanges, ad networks). Ask them for:
* Their root domain for app ads.txt.
* Your unique Publisher Account ID in their system.
* The correct relationship type (usually `DIRECT`).
Step 2: Build Your Text File.
Open a basic text editor (like Notepad or TextEdit). Create a new file and list each authorization on its own line. Start with a comment line for clarity, like:
`# This is the app ads.txt file for [Your App Name]`.
Then add your entries. Make sure there are no extra spaces at the end of lines.
Step 3: Host the File on Your Developer Website.
This is a crucial and often missed step. The file must be publicly accessible on the website you listed in your app store developer field. It needs to be at the root level. The final URL should be:
`https://yourdeveloperwebsite.com/app-ads.txt`
Step 4: Verify Your Implementation.
Use free online tools from the IAB or ad platforms to crawl your file. They will check for formatting errors and confirm it’s accessible. Double-check every Account ID for typos—this is a common source of failure.
Step 5: Maintain and Update.
Your app ads.txt is a living document. You must update it whenever you start or stop working with a new sell-side partner. Set a calendar reminder to review it quarterly.
Common Mistakes to Avoid in Your App ads.txt
Even with the best intentions, errors can creep in. Watch out for these:
* Using the Wrong Domain: Listing an SSP’s login URL instead of their official root domain.
* Incorrect Account IDs: Copy-paste errors or using a generic placeholder ID.
* Missing the File: Forgetting to actually upload the file to your web server after creating it.
* Wrong File Location: Putting the file in a subdirectory instead of at the root of your site.
* Outdated Entries: Leaving old partners on the list after you’ve stopped working with them, which can create confusion.
* Formatting Slip-ups: Using curly quotes or adding unnecessary columns.
FAQ: Your App Ads.txt Questions Answered
Q: What’s the difference between ads.txt and app ads.txt?
A: The concept is identical, but `app-ads.txt` is the dedicated filename for mobile in-app inventory. It signals to crawlers that this file is for your app, not your website.
Q: Do I need both a website ads.txt and an app ads.txt?
A: Yes, if you have both a website and a mobile app with separate ad inventory. They are two different files with different authorizations.
Q: Where exactly do I put the app ads.txt file?
A: It must be hosted at the root of the website domain you registered as the “developer website” in the Apple App Store and Google Play Console.
Q: How do I get my Publisher Account ID?
A: You must request this from each of your ad partners directly. Do not guess or use an ID from an example.
Q: Can one app ads.txt file cover multiple apps?
A: Yes, if all your apps are listed under the same developer website. The file authorizes sellers for all inventory from that domain. However, some partners might require specific entries per app.
Q: What if I don’t have a developer website?
A: You need one. It’s a non-negotiable requirement for implementing app ads.txt and is considered a best practice for any app business.
Implementing app ads.txt is a non-negotiable task for modern publishers. It’s a clear signal to the advertising industry that you run a legitimate operation and are serious about protecting your revenue stream. While it might seem like a small technical detail, its impact on your bottom line and trustworthiness is huge. Take an afternoon to compile your list, create the file, and get it posted. Your future revenue will thank you for the clarity and security it provides.