sellers.json is a standard provided by the IAB (Interactive Advertising Bureau) that provides a reliable way for buyers to identify who the entities are that are either direct sellers of or intermediaries in the selling of digital advertising. It allows buyers to discover and verify entities who are either direct sellers of or intermediaries in a digital advertising opportunity. This includes verifying publisher identities, including the name, domain name, and seller ID.
A published, accessible sellers.json file allows the identity of the final seller of a bid request to be discovered if they are ads.txt authorized. In addition, it allows the identities of all nodes — i.e. entities that participated in the bid request — in the SupplyChain object to also be discovered.
Currently, it is possible for the final seller to be identified via the Publisher.name and Publisher.domain attributes; however, in practice, these properties are inconsistently populated by various selling systems.
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