Sellers.json is an IAB provided standard to allow buyers to discover and verify the entities who are either direct sellers of or intermediaries in the selected digital advertising opportunity for purchase. This includes verifying publisher identities, including the name, domain name, and seller ID.
The sellers.json file provides a reliable way for buyers to identify direct inventory versus reseller inventory.
Seller.json fields
The sellers.json file includes 1 JSON object for each seller. The following object field descriptions refer specifically to Google's sellers.json:
Top-level object
| Field | Description |
|---|---|
contact_email |
The email address to use when contacting Google for questions or inquiries about this file |
contact_address |
The business address of Google |
version |
The version of the spec (currently only 1.0) |
identifiers |
TAG-IDs associated with Google |
sellers |
The list of all Seller objects that are represented by Google (including confidential) |
Seller object
| Field | Description |
|---|---|
seller_id |
16-digit publisher code, for example, pub-12345656 |
is_confidential |
When true, the name and domain fields are omitted. |
seller_type |
PUBLISHER or INTERMEDIARY or BOTH. If a seller owns the domain they are monetizing and/or are are paid directly by Google, then they are classified as PUBLISHER. If not, they are classified as INTERMEDIARY. If a seller belongs in both categories, they are classified as BOTH. |
name |
Name of the seller entity. |
domain |
Domain of seller entity. At this time, only domains for Intermediaries will be included. |
Identifiers object
Includes the TAG-ID as well as information and links pertaining to the TAG-ID.
Frequently asked questions
Where can I find Google's sellers.json file?
You can find it by going to realtimebidding.google.com/sellers.json.
How often should I check the sellers.json file for updates?
Google's sellers.json file will be updated daily.
Which sellers are included in Google's sellers.json file?
We have currently listed premium publishers using Google Ad Manager, specifically prioritizing the resellers who have drawn the interest from buyers in this effort. AdMob and AdSense publishers are also included.
Why are some publishers listed as confidential?
Google’s sell-side platforms support both business and individual accounts. Some publishers have individual accounts registered with their personal name and may want to remain confidential so as to protect their privacy.
At this time, we do not recommend making buying decisions based on confidentiality.
What does PUBLISHER, INTERMEDIARY, or BOTH mean?
We determine seller type based on how the seller is paid in direct correlation with the IAB. A seller is listed as PUBLISHER when the seller receives direct payment for the inventory.
Sellers that participate in Google Ad Manager's Multiple Customer Management (MCM) or Scaled Partner Management (SPM) may be listed as INTERMEDIARY or BOTH. Sellers should be listed as INTERMEDIARY if:
- the seller is paid indirectly for inventory
- the seller does not own the website or app which contains the inventory
If a seller is paid directly for inventory but also monetizes a child account, the seller can be listed as BOTH.
Example
Seller A has their own inventory on example.com (direct payment). Seller A monetizes Seller B's inventory on not-example.com with MCM or SPM.
Seller A has the seller type BOTH, and Seller B has the seller type INTERMEDIARY.
If you see a seller listed as PUBLISHER which should be INTERMEDIARY, notify your account manager.
How to find information on seller IDs
1. Download Google’s sellers.json file (right-click the link, and then click Save Link As).
https://storage.googleapis.com/adx-rtb-dictionaries/sellers.json
2. Open the downloaded sellers.json file in your computer.
3. Use Ctrl + F (Command ⌘ + F, for Mac) to find a particular seller_id and which publisher it belongs to.