Transparency
sellers.json
sellers.json is an IAB Tech Lab transparency mechanism through which an advertising system publishes information about the entities that sell inventory through that system.
It helps buyers and auditors understand who is represented in a programmatic supply chain and whether an entity is acting as a publisher or intermediary.
How it works
- The advertising system publishes a sellers.json resource.
- Seller entries identify account IDs and seller relationship information.
- Buyers can compare seller data with ads.txt and supply-chain signals.
Frequently asked questions
How is sellers.json different from ads.txt?
ads.txt is publisher-controlled authorization; sellers.json is advertising-system disclosure about seller accounts participating in that system.
Do ads.txt and sellers.json replace fraud detection?
No. They improve transparency but do not replace traffic-quality, domain, identity, creative or behavioral fraud controls.