"For all of the ad tech industry’s sophistication, fragmentation remains its original sin. The solution isn’t a mystery. Everyone agrees ...
"Centro will mirror PubMatic’s and InMobi’s enforcement of app-ads.txt but from the buy side. The DSP plans to release a filtering tool sometime in the second quarter that will check if apps have uploaded an app-ads.txt file and limit bids for that app’s inventory to the authorized sellers and resellers listed on the app-ads.txt file, according to Ian Trider, director of RTB platform operations at Centro."
Read more in Digiday (subscription).