IAB standards
The technology is designed to meet IAB International and IAB Europe standards, for transparency, compliance and performance.
Supply chain verification
- ads.txt and app-ads.txt checks confirm a seller is authorised to sell the inventory offered.
- sellers.json and SupplyChain (schain) enforcement means the path between publisher and platform is declared and checkable.
Together these make domain spoofing substantially harder, and they're increasingly what sophisticated advertisers ask about before they commit budget. See How AI-powered fraud detection works.
Third-party verification
Integrations with verification vendors including IAS and Semantic are supported, for advertisers who require independent measurement.
Consent and accessibility tooling
The The App Marketplace includes a Privacy, Consent & Accessibility category, covering consent management and accessibility applications you may need for your own compliance posture.
Answering the diligence questionnaire
Larger advertisers will send you one. The items above — IAB alignment, ads.txt/sellers.json enforcement, EU operation, SCCs, verification vendor support — are what it asks about. See Data transfers, subprocessors and retention.
Related: GDPR: who is the controller?