Bundle ID Mapping & app-ads.txt
Bundle ID mapping is the process of correctly identifying and standardizing the app-store bundle identifiers in bid requests, so buyers know exactly which app inventory they're purchasing "” a foundation of app and CTV supply transparency.
Key takeaways
- A bundle ID is the store identifier of the app where an ad runs.
- In app and CTV, the bundle ID is how buyers know what they're buying.
- Inconsistent or spoofed bundle IDs enable inventory misrepresentation.
- app-ads.txt authorizes which sellers may sell a given app's inventory.
Why bundle IDs matter in CTV
In web, the domain identifies inventory; in apps and CTV, the bundle ID does. But bundle IDs vary by store and platform and are inconsistently formatted, so buyers rely on mapping to normalize them to real, recognizable apps. Poor mapping means a buyer can't tell what app "” or whether a legitimate one "” they actually purchased.
app-ads.txt and misrepresentation
Because CTV and app inventory is lucrative and opaque, bundle ID spoofing "” labeling low-value inventory as a premium app "” is a recurring fraud vector. app-ads.txt, the app equivalent of ads.txt, lets a developer publicly authorize which sellers may offer its inventory, so buyers can verify supply against a trusted source.
| Identifies | The app where the ad runs |
|---|---|
| Problem | Inconsistent / spoofed bundle IDs |
| Solution | Bundle mapping + app-ads.txt |
| Matters most in | App and CTV supply |
Frequently asked questions
What is a bundle ID in advertising?
It's the app-store identifier of the app where an ad is served. In app and CTV environments it plays the role the domain plays on the web "” telling buyers what inventory they're purchasing.
What is app-ads.txt?
It's a public file, the app equivalent of ads.txt, in which an app developer authorizes which sellers may sell its inventory, letting buyers detect misrepresentation and spoofing.