Standards

Sellers.json — Definition & Explanation

An IAB Tech Lab standard that enables ad tech platforms to publicly identify all entities selling inventory through their system. Complements ads.txt by providing transparency into who the sellers actually are within an SSP or exchange.

How Sellers.json Works

SSPs and exchanges host a sellers.json file declaring all publishers and intermediaries authorized to sell through their platform. Buyers verify sellers.json entries against ads.txt to confirm authorized supply chain paths.

Why Sellers.json Matters for Publishers

Sellers.json compliance is required for premium demand access. Stellor Media maintains a comprehensive, up-to-date sellers.json file for all publisher partners.

Frequently Asked Questions

What information is in sellers.json?

Each entry includes seller ID, name or 'Confidential' designation, domain, seller type (Publisher/Intermediary/Both), and passthrough status.

Do publishers need to manage sellers.json themselves?

Publishers don't host sellers.json — their SSP does. Publishers need to ensure their ads.txt correctly authorizes their SSP sellers.

How does Stellor Media handle sellers.json?

Stellor maintains a real-time sellers.json at stellormedia.com/sellers.json that reflects all active publisher partnerships.

Related Terms

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