提高库存质量：app-ads.txt和Open Measurement
As programmatic continues to evolve into the dominant method of buying digital ads, the landscape has grown to be more complex with a seemingly endless cast of publishers and intermediaries. Agencies and advertisers struggle to gain share of attention with their target audience in brand-safe environments at the most efficient price.
随着程序化程序继续发展成为购买数字广告的主要方法，随着发布商和中介机构的不断涌现，情况变得越来越复杂。 代理商和广告商在品牌安全的环境中以最有效的价格努力赢得目标受众的关注。
To better serve these buyers and ensure a healthy ecosystem of quality and accountability, We are happy to support two major IAB initiatives: app-ads.txt and Open Measurement (OM).
为了更好地为这些买家提供服务并确保健康的质量和责任制生态系统，我们很高兴支持IAB的两项主要计划：app-ads.txt和开放评估(OM)。
app-ads.txt (app-ads.txt)
To help alleviate some of the lack of transparency in the inventory supply chain, the IAB released ads.txt for mobile web and desktop in May 2017. These simple text files are created directly by publishers and live on their websites to specify exactly which parties are authorized to sell their inventory and the exact relationship between them.
为了缓解库存供应链中某些缺乏透明度的情况，IAB于2017年5月发布了适用于移动网络和台式机的ads.txt。这些简单的文本文件是由发布商直接创建的，并存在于其网站上，以确切指定哪些参与方授权出售其库存以及它们之间的确切关系。
Two years later, advertisers and major Demand-Side Platforms (DSPs) have the ability to target only publishers with ads.txt files on their sites and only sources that are officially listed in those files, with filters down to the relationship type. This helps differentiate quality publishers looking for brand dollars, as well as their close partners that facilitate these buys. Additionally, it gives publishers more control over their inventory in the market, making it harder for bad actors to profit from selling counterfeit inventory across the ecosystem.
两年后，广告客户和主要的需求方平台(DSP)能够仅针对在其站点上具有ads.txt文件的发布者，并且仅针对那些文件中正式列出的来源，并根据关系类型进行过滤。 这有助于区分寻求品牌价值的优质发布商，以及促进这些购买的密切合作伙伴。 此外，它使发布者可以更好地控制其在市场上的库存，从而使不良行为者更难从整个生态系统中销售假冒库存中获利。
Now app-ads.txt is ready to transform the mobile in-app space the same way as ads.txt did for the web. We’re calling all app developers to create and publish their app-ads.txt files to gain adoption and enable brands to start buying based on this standard.
现在，app-ads.txt准备好以与ads.txt对网络相同的方式转换移动应用内空间。 我们正在呼吁所有应用程序开发人员创建并发布他们的app-ads.txt文件，以获取采用率，并使品牌商可以根据此标准开始购买。
Today, even though much of the time spent on mobile phones happens in apps, many brands struggle to find quality in-app inventory and spend a disproportionate amount on mobile web. By enabling more transparency and following similar standards to mobile web, publishers can help bring more brand dollars into the in-app and gaming space. In turn, advertisers will be able to more easily target and identify the key inventory sources for mobile in-app and ultimately hit their goals of reaching target audiences at their most engaged moment throughout the day.
如今，即使花在手机上的大部分时间都发生在应用程序中，但许多品牌仍在努力寻找优质的应用程序内广告资源，并在移动网络上花费不成比例的金额。 通过提高透明度并遵循与移动网络类似的标准，发行商可以帮助在应用程序和游戏领域带来更多的品牌收益。 反过来，广告客户将能够更轻松地定位和识别移动应用内主要的广告资源，并最终在一天中最忙碌的时刻达到达到目标受众的目标。
As a publisher, what do I need to do to adopt app-ads.txt for my Unity monetization efforts? The step by step process to adopt app-ads.txt can be found in the IAB app-ads.txt Publisher Advisory. The key steps from that document can be found below:
作为发行商，我需要做些什么才能采用app-ads.txt进行Unity获利？ 您可以在 IAB app-ads.txt发布商咨询中 找到采用app-ads.txt的分步过程 。 该文档的关键步骤可在下面找到：
Step 1: If not done already, the app publisher should make sure that the “developer website” field is up to date in the stores hosting the apps. Such websites will be used by the advertising systems to retrieve the app-ads.txt file.
步骤1 ：如果尚未完成，则应用发布者应确保托管应用的商店中的“开发者网站”字段是最新的。 广告系统将使用此类网站来检索app-ads.txt文件。
Step 2: The app publisher should upload a file named “app-ads.txt” into such website (please see the spec for full detail relocation of the app-ads.txt file), with the list of authorized sellers of their app’s ad inventory per the official guidance. The content of the app-ads.txt file follows the same rules as ads.txt for web with the only exception of subdomain directive – see the spec for details.
第2步： 应用发布者应将名为“ app-ads.txt”的文件上传到此类网站(请参阅规范以获取app-ads.txt文件的详细信息重新定位)，以及其应用广告的授权销售商列表按照官方指南进行库存。 app-ads.txt文件的内容遵循与web的ads.txt相同的规则，唯一的例外是subdomain指令- 有关详细信息， 请参见 规范 。
The specific fields to be included in your app-ads.txt file can be found in the Settings page of the Operate dashboard. Note that those fields are unique to you as a publisher, and can be copied and pasted directly into your app-ads.txt file.
您可以在Operate信息中心的“设置”页面中找到要包含在app-ads.txt文件中的特定字段。 请注意，这些字段对于您作为发布者来说是唯一的，并且可以直接复制并粘贴到您的app-ads.txt文件中。
Please note that Unity’s list of authorized resellers may change over time, and as a best practice we recommend checking the Settings page of the Operate dashboard to ensure your app-ads.txt file is up to date about once a month.
请注意，Unity的授权经销商列表可能会随时间变化，并且作为最佳实践，我们建议您检查Operate仪表板的“设置”页面，以确保您的app-ads.txt文件大约每月更新一次。
For additional resources on implementation, please see our technical documentation.
有关实施的其他资源，请参阅我们的 技术文档 。
开路测量(OM) (Open Measurement (OM))
We are also pleased to share that Unity is certified with the IAB’s Open Measurement (OM) standard. This will enable advertisers who are using a variety of viewability vendors to adhere to a consistent measurement across Unity inventory. For publishers, OM will unlock advertising dollars, particularly from brand advertisers who demand the highest standards of viewability. For publishers to have their inventory OM certified, it will simply require upgrading to the Unity Monetization SDK 3.2 or later.
我们也很高兴分享Unity已通过IAB的开放测量(OM)标准认证。 这将使使用各种可见度供应商的广告客户能够在Unity广告资源中遵守一致的衡量标准。 对于发布商，OM将释放广告收入，特别是要求最高可见度标准的品牌广告商。 为了使发布者的广告资源OM获得认证，只需将其升级到 Unity Monetization SDK 3.2 或更高版本即可。
One of the challenges often encountered in the mobile ecosystem, and to an even greater degree in mobile gaming, is the misconception of the lack of quality and brand-safe supply. We know this isn’t the case, and that the value and share of attention tied to gaming has been backed by compelling research over the past several years. OM is hugely important for further validating those findings so advertisers can be confident that gaming supply meets or exceeds the standards they have come to expect.
在移动生态系统中经常遇到的挑战之一，乃至更大程度地在移动游戏中，都是对缺乏质量和品牌安全供应的误解。 我们知道情况并非如此，与游戏相关的价值和关注度在过去几年中得到了引人注目的研究的支持。 OM对于进一步验证这些发现非常重要，因此广告商可以确信游戏供应达到或超过了他们期望的标准。
We are in strong support of both of these IAB-driven initiatives. Trust in the gaming ad ecosystem yields higher revenue for publishers, qualified inventory for advertisers, and ultimately a better experience for gamers. Learn more about our mobile business offerings.
我们大力支持这两个IAB驱动的计划。 对游戏广告生态系统的信任可为发行商带来更高的收入，为广告商带来合格的广告资源，并最终为游戏玩家带来更好的体验。 了解有关我们的 移动业务产品的 更多信息 。
翻译自: https://blogs.unity3d.com/2019/09/06/elevating-inventory-quality-app-ads-txt-and-open-measurement/