Glossary/Programmatic/sellers.json
What is sellers.json and how does it work with ads.txt?
What sellers.json is, how it complements ads.txt, and why it matters for publishers.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readsellers.json is a public file where SSPs and exchanges list the publishers and intermediaries they represent, with account IDs. It was introduced by IAB Tech Lab in 2019.
ads.txt and sellers.json together
| File | Published by | Answers |
|---|---|---|
| ads.txt | The publisher | Who may sell my inventory? |
| sellers.json | The SSP or exchange | Who is behind each account? |
Why buyers use it
Match accounts
Link the ads.txt entry to a named seller.
Spot resellers
See intermediaries in the path.
Choose paths
Prefer direct, transparent routes.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Check your entries
Make sure each SSP lists your company correctly and as a direct seller. Mismatches can cost you bids.
CPM uplift at Stampen Media after activating first-party audiences with Samhub.
Frequently asked questions
Usually not. SSPs and exchanges do.
Yes, but buyers may avoid confidential entries.
Data in the bid request showing every step the request passed.
Clear entries help buyers choose your direct path.
Related terms
Lists who may sell your ad inventory.
Buyers choosing the shortest, cleanest route to inventory.
The software publishers use to sell impressions.
A marketplace where ad impressions are auctioned.
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