Sellers.json Helps Buyers Identify Legitimate Sellers in Programmatic Advertising
· 53m ago · Originally reported by PPC Land
Sellers.json is a file format developed by the IAB Tech Lab that ad exchanges and supply-side platforms use to list the publishers and intermediaries they pay. This transparency measure allows buyers to verify the true identity of sellers in programmatic ad transactions.
Why it matters
Understanding sellers.json is important because it helps reduce fraud and increases trust in the digital advertising supply chain by making it easier to see who is actually selling ad inventory.
Explain it like I’m new here
It's like a public guest list at a party, so you know exactly who is allowed in and who you're really dealing with.
Terms in this story
sellers.json
sellers.json is a public file in which SSPs and exchanges list their seller accounts, naming who owns each one and whether it is a publisher or an intermediary.
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
IAB Tech Lab
IAB Tech Lab is the non-profit standards body for digital advertising technology, founded in 2014, which develops specifications such as OpenRTB, VAST, ads.txt, sellers.json and the Open Measurement SDK.
Ad exchange
An ad exchange is a digital marketplace where buyers and sellers of ad impressions meet and trade through automated auctions, usually in real time.
Go deeper
Related stories
Understanding app-ads.txt and Its Role in Mobile App Advertising
app-ads.txt is a file created by the IAB Tech Lab that lets app developers specify which ad systems are allowed to sell their ad space. This helps prevent unauthorized sales and reduces ad fraud in mobile app advertising. The article…
IAB Tech Lab Promotes Trusted Server as Safari Blocks The Trade Desk
The IAB Tech Lab is advocating for its Trusted Server, an open-source edge proxy, following Apple's Safari browser blocking The Trade Desk. The move raises questions about whether server-side auctions can bypass browser-level restrictions.
Apple Invites The Trade Desk to Test iOS 27.2 Beta for Potential Ad Unblocking
Apple has requested The Trade Desk to evaluate a beta version of iOS 27.2, which could impact ad delivery in Safari. The move comes as Apple's ad-blocking measures have led publishers to consider IAB Tech Lab's Trusted Server, with several…
Apple’s Safari Ad Tech Blocklist Pushes Publishers Toward IAB Tech Lab’s Trusted Server
Apple has set a firm deadline for its Safari browser to block certain ad tech tools, prompting publishers to adopt the IAB Tech Lab’s Trusted Server solution. This move accelerates the industry’s shift toward privacy-focused ad…
IAB Tech Lab Seeks Public Input to Simplify Programmatic Advertising
The IAB Tech Lab has opened a public comment period on proposed changes aimed at streamlining programmatic advertising processes. This initiative invites industry stakeholders to provide feedback on updates that could improve efficiency…
OM SDK Sandbox Reduces Android Ad Session Start Time to 11 ms, Says IAB Tech Lab
The IAB Tech Lab reports that using the OM SDK sandbox can cut the start time for ad sessions on Android apps to just 11 milliseconds. This is a significant improvement compared to traditional WebView, which showed much higher delays. It…