MERCADEO Versión en español
IAB Tech Lab Launches Ads.txt To Combat Inventories Of Illicit Advertising
Manuela Walfenzao| 22 de mayo de 2017
Alanna Gombert, VP sénior de Tecnología y Operaciones de Anuncios de IAB
IAB’s Tech Lab launched a new tool to prevent the sale of false and unauthorized impressions in programmatic transactions. The tool, known as Ads.txt, is an index of authorized sellers that publishers can post on their domains for programmatic buyers to examine if there is false or altered inventory. “Ads.txt can take out ‘fake Rolex’ from the digital inventory as well as ‘luxury purses that fell off the truck’ out of circulation” said Alanna Gombert, Senior VP for Technology and Ad Operations at IAB and General Manager at the IAB Tech Lab. “With the introduction of a simple security tool in the distribution chain, there will be no excuses for bad impressions circulating throughout our ecosystem.” Mike Zaneis, CEO at Trustworthy Accountability Group (TAG), the security organization of the industry’s distribution chain –founded by IAB, the National Advertisers Association (ANA) and the American Association of Advertising Agencies (4As)— that committed to adopt Ads.txt throughout the industry. He said that this tool would help publishers shed light on legitimate sellers for their inventory, so that brands and agencies can know when they are dealing with legitimate programmatic retailers, and when not. Ads.txt –launched during the IAB’s programmatic symposium in New York— will have a period of public testing until June 19th, when the IAB OpenRTB Working Group –that developed the tool- will evaluate the comments they received.
