Google recommends publishers to adopt the new app-ads.txt for CTV inventory

Google last month advised publishers to set up the app-ads.txt file for all relevant CTV app stores.

Google says in the coming months, buyers will begin to enforce the Interactive Advertising Bureau (IAB) standard for inventory transparency, app-ads.txt for Connected TV (CTV) inventory.

In March 2021, IAB updated the ads.txt/app-ads.txt specification to support a new directive called “inventorypartnerdomain” that maps the inventory sharing relationships that are common to Connected TV (CTV) and over-the-top (OTT) streaming video services.

ads.txt/app-ads.txt enables buyers using DSPs to buy inventory only from authorized sellers.