Tappx offers free hosting for app developers’ app-ads.txt files

Tappx has launched a new solution for mobile app developers that don’t have a website to host app-ads.txt files. The company has set up a domain, app-ads-txt.com, to host mobile developers’ app-ads.txt files for free.

Why we should care

A key hurdle for many mobile apps to adopt app-ads.txt is the lack of a website to host the files.

Developed by the IAB Tech Lab to support the mobile fight against ad fraud and provide more transparency to the buying process, app-ads.txt files list authorized sellers of an app’s ad inventory. It’s a spin on the ads.txt protocol, which launched in 2017, and allows app developers to link their app store listings to their websites. The website piece is what Tappx says is often missing.

“By reducing friction for adoption for the app-ads.txt specification, we are closer to eradicating spoofed in-app inventory, and hence helping to reduce digital ad fraud.,” said Fernando Saiz, chief marketing officer at Tappx.

More on the news

• Tappx found that less than 1 percent of apps have adopted app-ads.txt correctly in March analysis.
• This is a standalone initiative from Tappx, and not affiliated with the IAB Tech Lab. Any developer can use it free of charge.
• The company says it is planning report on app-ads.txt adoption over the course of the year using data from the hosting domain and research across the major global app stores.

About The Author

Taylor Peterson

Taylor Peterson is Third Door Media’s Senior Manager of Content Experience, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor's editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.