Programmatic advertising has been a game-changer in the world of online advertising, enabling advertisers to reach their target audiences in a more efficient and cost-effective way. However, the rise of programmatic advertising has also brought with it concerns about transparency and fraud, leading to a need for greater accountability and transparency in the ad tech ecosystem.
This is where sellers.json comes in. Introduced by the Interactive Advertising Bureau (IAB) Tech Lab in 2019, sellers.json is a tool designed to increase transparency and accountability in programmatic advertising. In this blog post, we will explore how sellers.json helps optimize programmatic advertising by increasing transparency, reducing fraud, and ultimately improving ad performance.
What is sellers.json?
Sellers.json is a file that provides information about the entities involved in programmatic advertising transactions. It is designed to help advertisers and ad tech companies identify the origin of the inventory they are buying, and to ensure that they are buying from legitimate sources.
The sellers.json file contains information about the entities involved in a programmatic transaction, including the seller’s domain name, the seller’s ID, and the relationships between different entities involved in the transaction. This information allows advertisers to verify the identity of the seller and to ensure that they are buying from legitimate sources.
How sellers.json helps increase transparency
One of the main benefits of sellers.json is that it helps increase transparency in programmatic advertising. By providing information about the entities involved in a transaction, sellers.json makes it easier for advertisers to identify the source of the inventory they are buying and to verify that it is coming from a legitimate source.
For example, sellers.json can help advertisers identify instances where multiple intermediaries are involved in a transaction, which can be an indication of fraud. By providing transparency into the relationships between different entities involved in a transaction, sellers.json helps advertisers identify any potential issues and take action to address them.
How sellers.json helps reduce fraud
By providing transparency into the entities involved in a transaction, sellers.json makes it more difficult for fraudsters to operate undetected in the ad tech ecosystem. For example, sellers.json can help advertisers identify instances where an unauthorized seller is offering inventory that they do not have the rights to sell. This can help prevent fraud by ensuring that advertisers are only buying inventory from legitimate sources.
How sellers.json helps optimize programmatic ad buying
By providing information about the entities involved in a transaction, sellers.json allows advertisers to make more informed decisions about where to allocate their ad spend. For example, sellers.json can help advertisers identify instances where an intermediary is taking a significant portion of the ad spend, which can help advertisers optimize their programmatic buying by cutting out unnecessary intermediaries.
Ultimately, by increasing transparency, reducing fraud, and providing more control over ad spend, sellers.json helps advertisers optimize their programmatic ad buying and improve ad performance.