File Dump of Sellers.json


42matters provides a data dump of sellers.json files found on domains listed in app-ads.txt files of app publishers. Sellers.json is a spec created by IAB (Interactive Advertising Bureau) in order to help fight ad fraud. It provides a mechanism to verify the identity of the sellers and intermediaries who are selling digital advertising and thus plays an important part in reducing ad fraud. It is the counterpart spec to the app-ads.txt initiative and both can be used together to cross-validate bid requests.

Dump Types

Sample Data Dump

Have a look at the daily-updated Sellers.json samples:

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Data Format

Data is stored in a single gzipped file, which contains a folder with one sellers.json file per domain.

Access Credentials

In order to obtain your Access Credentials, please read the File Dumps page or contact us.

Sellers.json Schema

The sellers.json file schema is managed by the Interactive Advertising Bureau (IAB) and is defined in the official IAB Sellers.json spec. Find below an excerpt from the schema defined in the spec for completeness.

Name Type Description
sellers Array of Objects The list of all Seller objects that are represented by the advertising system. All sellers must be included even if they are confidential.
identifiers Array of Objects Array of Identifier objects associated with this advertising system. Examples could be TAG-Ids, Dun & Bradstreet business identifiers, or any custom identifier that a consuming advertising system might need.
contact_email String An email address to use to contact the Advertising System for questions or inquiries about this file.
contact_address String The business address of the advertising system.
version String The version of this spec, currently the only valid value is 1.0.
ext Object Placeholder for advertising-system specific extensions to this object.
Sellers.json object: Sellers
Name Type Description
seller_id String This is the same ID that appears in an ads.txt file and in the SupplyChain.nodes array sid property. In most cases will also appear in the Publisher.Id property of an OpenRTB request.
is_confidential Integer (default 0) Indicates whether the identity of the seller is confidential, where 0 = is not confidential and 1 = is confidential.
seller_type String An enumeration of the type of account, either PUBLISHER, INTERMEDIARY, or BOTH. A value of "PUBLISHER" indicates that the inventory sold through this account is on a site, app, or other medium owned by the named entity and the advertising system pays them directly. A value of “INTERMEDIARY" indicates that the inventory sold through this account is not owned by the named entity or the advertising system does not pay them directly. 'BOTH' indicates that both types of inventory are transacted by this seller. Note that this field should be treated as case insensitive when interpreting the data.
is_passthrough Integer (default=0) A passthrough seller is a facilitator of inventory from the upstream supplier to the consumer of the inventory. The upstream supplier and consumer must establish a business relationship with each other such that the upstream supplier has control of their account within the consumer’s platform. A value of 1 indicates the following: - This seller has an account control relationship with the downstream/consuming advertising system. - If this seller is the last link in a SupplyChain, the buying system has to have established an account control relationship with this seller to transact the seller’s inventory. - If this is not the last link in a SupplyChain then this seller should exist between two entities that have an account control relationship. A value of 0 indicates: - The downstream/consuming advertising system has no account control relationship with this seller.
name String The name of the company (the legal entity) that is paid for inventory that is transacted under the given seller_id. Can be omitted only when is_confidential is set to 1.
domain String The business domain name of the company (the legal entity) that is paid for inventory that is transacted under the given seller_id. When the seller_type property is set to INTERMEDIARY or BOTH, this should be the root domain name of the seller’s Sellers.json file. Can be omitted when is_confidential is set to 1 or when the seller doesn’t have a web presence.
comment String Any helpful description for this inventory. It is useful for sellers that have multiple seller ids to describe what this seller_id represents.
ext Object Placeholder for advertising-system specific extensions to this object.

Example in JSON Format

{
    "contact_email": "adops@advertisingsystem.com",
    "contact_address": "Advertising System Inc., 101 Main Street, New York, NY 10101",
    "version": "1.0",
    "identifiers": [{
    "name": "TAG-ID",
    "value": "28cb65e5bbc0bd5f"}],
	"sellers": [{
			"seller_id": "1942009976",
			"name": "Publisher1",
			"domain": "publisher1.com",
			"seller_type": "PUBLISHER"
		},
		{
			"seller_id": "1397382429",
			"name": "Exchange1",
			"domain": "exchange1.com",
			"seller_type": "INTERMEDIARY"
		},
		{
			"seller_id": "20000000",
			"name": "Seller And Intermediary, Inc",
			"domain": "sellerandintermediary.com",
			"seller_type": "PUBLISHER",
			"comment": "NorthAmerica O&O inventory"
		},
		{
			"seller_id": "20000001",
			"name": "Seller And Intermediary, Inc",
			"domain": "sellerandintermediary.com",
			"seller_type": "PUBLISHER",
			"comment": "APAC O&O inventory"
		},
		{
			"seller_id": "20000002",
			"name": "Seller And Intermediary, Inc",
			"domain": "sellerandintermediary.com",
			"seller_type": "INTERMEDIARY",
			"comment": "Non O&O inventory"
		},
		{
			"seller_id": "101010101",
			"name": "Hybrid Seller",
			"domain": "hybridseller.com",
			"seller_type": "BOTH",
			"comment": "Sells both O&O and other sellers' inventory"
		},
		{
			"seller_id": "00000001",
			"seller_type": "INTERMEDIARY",
			"is_confidential": 1
		},
		{
			"seller_id": "EB_0001",
			"name": "Passthrough Publisher",
			"domain": "passthroughpublisher.com",
			"seller_type": "PUBLISHER",
			"is_passthrough": 1,
			"comment": "direct buyer/seller of this inventory must establish an account relationship with Passthrough Publisher "
		}
	]
}

Last Modified: 07 Feb 2022


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