Sellers.json
01 Definition
Sellers.json meaning: A public file where ad platforms disclose the sellers and intermediaries in their supply.
Sellers.json is an IAB Tech Lab standard file published by exchanges and other platforms that identifies the sellers, whether publishers or intermediaries, associated with the IDs seen in bid requests. Paired with ads.txt and the SupplyChain object, it lets buyers trace who is involved in a sale and improve supply chain transparency.
Why it matters
How Sellers.json fits the work
Sellers.json exposes the parties in a programmatic sale, helping buyers spot unnecessary intermediaries and verify that spend flows to legitimate, disclosed sellers.
In context
Using the exchange's sellers.json, the buyer matched each seller ID in the bid stream to a named company and flagged one undisclosed reseller.
Practical note
Sellers can mark entries as confidential, so a sellers.json file may not name every party, limiting how completely you can trace some supply paths.