The IAB Tech Lab's app-ads.txt initiative launched in March 2019, and since then, the mobile app ad industry has been eagerly anticipating widespread adoption. In Pixalate's Q3 2019 App-ads.txt & Ads.txt Report, we reveal the growth rate of app-ads.txt among the most popular apps in advertising.
Over half of the top 1,000 most popular programmatic apps now have app-ads.txt
Of the top 1,000 most popular apps based on Q3 2019 programmatic ad volume:
58.3% of iOS apps have app-ads.txt files
53.8% of Android apps have app-ads.txt
See more App-ads.txt & Ads.txt trends in our Q3 2019 report
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Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”