What is sellers.json?
sellers.json is a JSON file an SSP or exchange hosts at its own domain, for example ssp.example/sellers.json, listing each seller account on its platform with the seller's name, business domain, and type: publisher, intermediary, or both. IAB Tech Lab published it alongside the supply chain object so buyers can learn who stands behind each account ID in a bid request.
Also called: sellers json, sellersjson, seller list.
How it works
Each entry has a seller_id, the same account ID that appears in publishers' ads.txt lines and in supply chain nodes, and a seller_type of PUBLISHER, INTERMEDIARY, or BOTH. The name and domain identify the business that gets paid. An entry can be marked confidential, which hides the name while keeping the account itself listed.
Buyers use the file to resolve each node of Source.schain. SupplyChainNode.asi gives the domain whose sellers.json to fetch, and SupplyChainNode.sid must appear there as a seller_id. When it does, the node's identity comes from the file, which is why the spec tells sellers to leave SupplyChainNode.name and SupplyChainNode.domain out of the node when sellers.json already holds them.
Typical problems are a sid copied from another advertising system, a house account that was never published, and a seller typed PUBLISHER in sellers.json while the publisher's ads.txt lists the same account as RESELLER. Each one breaks the cross-check buyers rely on for supply path decisions, and some bidders respond with no-bid reason 17 (Blocked SupplyChain Node) or stop buying the path.
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Related terms
Every term is in the glossary.