A little more than a month since the industry’s anti-fraud effort was officially extended to mobile in-app ads, adoption for app-ads.txt among mobile apps lags. Roughly 4% of the top mobile apps have adopted app-ads.txt, according to PubMatic, which has developed a crawler to monitor adoption among the mobile apps that use its supply-side platform to sell ads.

However, ad tech firms — including sell-side platforms PubMatic and InMobi, demand-side platform Centro and ad exchange EMX Digital — plan to start enforcing app-ads.txt shortly in hopes of spurring more app developers to adopt the initiative and attracting more money from advertisers wary of rising in-app ad fraud.

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