News You Can Use: TAG Requires Publishers To Use Ads.Txt
Each and every week Unruly hunts for the biggest headlines in advertising and marketing, bringing them all together in this handy list so you can stay up to date with what’s happening across the industry.
This week the Trustworthy Accountability Group announced plans to incorporate Ads.txt, the IAB’s transparency initiative, into its anti-fraud certification process.
Elsewhere, eMarketer reports on the group most likely to browse the internet on their phones while watching TV and the IAB Tech Lab launches a new scheme to demystify language around ad tech and data.
Trustworthy Accountability Group announced this Thursday that it will require publishers to implement the anti-fraud tool Ads.txt in order to receive the “certified against fraud” seal.
The deadline for publishers adopting Ads.txt is July 1. Estimates put the number of top 1,000 Alexa-ranked sites that support programmatic advertising and are Ads.txt compliant at 56.9%.
An eMarketer report released this week revealed that the group most likely to use used smartphones to second-screen while watching TV are millennials—defined as ages 20 to 36 – with 68% browsing the web on mobile devices.
In contrast, only 52% of Gen-Xers and 39% of baby boomers fire up their smartphones while watching TV.
The IAB Tech Lab is rolling out a plan to unify the terminology used in ad tech when reporting the results of digital campaigns. The initiative, called OpenData 1.0, intends to create uniform guidelines that will help clients and analysts more easily understand campaign performance.
Unruly has been shortlisted for a Digiday Video Award! UnrulyX is a finalist in the Best Video Distribution Platform category alongside BrightCove, FuelX and Concert.