Both the adoption of Ads.txt and commercialization of blockchain solutions have the IAB optimistic about the prospects for Ads.cert, a follow-up to Ads.txt that uses cryptographic security measures to authenticate inventory.
While Ads.txt helps authorize inventory sources, it doesn’t solve the authentication problem, said Neal Richter, CTO of Rakuten Marketing and co-chair of the IAB’s openRTB working group.
There’s a subtle but important difference between authorization and authentication. Authorization grants permission to enter a designated area, but if an entity isn’t properly authenticated, it might gain entrance when it shouldn’t.
Read the whole article here: Will Ads.cert Be The IAB’s Next Big Inventory Clean-Up Play?
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