Sellers.json Validator

Validate a sellers.json file using this tool. Simply load the sellers.json from a web URL (typically /sellers.json) or copy-and-paste into the box and run "Validate".

What is Sellers.json?

Sellers.json is a JSON-formatted file stored in the root directory of a selling provider's website to provide ad buyers with the identities of entities the selling provider works with. These entities could be publishers or even intermediary providers (who would also have their own sellers.json file). This chaining of providers and relationship to the publisher is sometimes referred to as the Supply Chain or "schain" (pronounced S-chain for short).

Ad buyers and their systems are able to view and verify the entities as direct sellers or intermediaries within an ad buying opportunity on a publisher's application or website. If a sellers.json is not valid, it may not verify properly in more sophisticated, compliant buyer systems. Lack of verification presents a risk to the buyer. If the buyer chooses to not partake in ad auctions, this may reduce competition (think supply and demand) which can lead to lesser revenue outcomes for publishers, or sellers.

The sellers.json file must follow the IAB's v1.0 spec found here in PDF format.

Where is the Sellers.json Stored?

The file is saved and uploaded as a .json file to a provider's root domain and directory so it can be loaded at "".

Why was Sellers.json created?

The genesis of Sellers.json can be traced back to the pressing need for greater transparency and trust within the programmatic advertising ecosystem. As ad fraud continued to undermine the efficacy of digital advertising campaigns, industry stakeholders recognized the imperative for a standardized framework to authenticate sellers and combat fraudulent activities. Thus, Sellers.json was born out of a collective effort to enhance transparency and fortify the integrity of the digital advertising supply chain.

IAB claims sellers.json saves a ton of time, as well as compute and storage resources across the industry. With the sellers.json file, any participant can retrieve this information offline semi-frequently instead of on every single ad request. In theory, this reduces the impact on the environment, considering the energy required to handle the extra data on every request.

How Does Sellers.json Work?

Sellers.json mandates SSPs and ad exchanges to disclose crucial information about sellers within their systems. Entities must provide unique seller IDs, delineate seller types (publisher, intermediary, or both), and furnish associated domain names. This transparency enables advertisers to verify the authenticity of sellers and mitigate the risk of ad fraud, fostering a more trustworthy and secure advertising environment.

What are the Benefits of Sellers.json?

The adoption of Sellers.json heralds a myriad of benefits for publishers, advertisers, and stakeholders across the digital advertising landscape:

Future of Sellers.json in Programmatic Advertising

As programmatic advertising continues to evolve, Sellers.json is poised to play an instrumental role in fortifying the integrity of the ecosystem. With the proliferation of ad fraud projected to escalate, Sellers.json will remain a linchpin in mitigating risks and strengthening trust.

Sellers.json is a testament to the industry's commitment to transparency and trust in digital advertising. As programmatic advertising continues to evolve, Sellers.json will remain a linchpin in fortifying the integrity of the ecosystem. By embracing this transformative tool, publishers, advertisers, and stakeholders can collectively pave the way for a more transparent, equitable, and prosperous digital advertising landscape.