App-ads.txt reduces fraud by 11%

Rob Clapp

An overview of invalid traffic rates for mobile apps with and without app-ads.txt and the standard's popularity on iOS and Android apps.

Mobile apps with app-ads.txt register 11.4% less invalid traffic than those without the standard, according to the latest research from Pixalate. This is based on an analysis of over 1.5 million iOS and Android apps.

Authorised Sellers for Apps (app-ads.txt) is an extension of the web ads.txt standard for mobile apps, which provides a record of authorised digital sellers for publisher inventory that programmatic buyers can reference when purchasing inventory. This aims to improve transparency and prevent the sale of fake ads.

Under one-fifth (18.7%) of mobile apps with app-ads.txt received invalid traffic, a level that...

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