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How do I update my sellers.json entry?

To update your existing entry in Sovrn's sellers.json, reach out to the Sovrn Support Team with the following:

  • Business name — your current business name as you want it listed, or the updated name if it has changed

  • Seller type — the correct seller type (PUBLISHER, INTERMEDIARY, or BOTH)

  • Account email address — the email associated with your Sovrn Ad Exchange account, so we can verify the request and tie your entry to the proper integration

Sovrn Support will update your record in the sellers.json file hosted at lijit.com/sellers.json.

What does PUBLISHER, INTERMEDIARY, and BOTH mean in sellers.json?

Your seller type declares your role in the supply chain to buyers and DSPs (demand-side platforms). The IAB sellers.json specification defines three valid values, and Sovrn requires you to pick the one that accurately reflects how you operate:

  • PUBLISHER — You are the original owner and operator of the inventory being monetized. The ads run on sites, apps, or other properties that you control. If you publish your own content and sell ads against it, you are a publisher.

  • INTERMEDIARY — You do not own the underlying inventory. Instead, you resell, manage, or represent inventory on behalf of other publishers. Networks, ad managers, and resellers typically fall into this category.

  • BOTH — You operate inventory you own (publisher role) and you resell inventory on behalf of other publishers (intermediary role). Only select BOTH if both activities apply to your Sovrn account.

Sovrn expects publishers to declare their seller type honestly. If your business model changes — for example, you start reselling inventory from partner sites in addition to your own — update your seller type with Support so your sellers.json entry reflects current reality.

What happens when I misrepresent my seller type?

Misrepresenting your seller type in Sovrn's sellers.json has real consequences for your revenue and your standing with buyers:

  • Reduced bid activity from DSPs. Buyers ingest sellers.json files to verify supply-chain transparency. If your declared type does not match the actual supply path (validated through the SupplyChain Object, or schain), DSPs may downweight bids, filter your inventory, or skip it entirely.

  • Loss of buyer trust. Major buyers actively audit sellers.json declarations against ads.txt files and crawled site ownership. A mismatch can flag your account as a transparency or fraud risk.

  • Violation of IAB transparency standards. sellers.json is part of the IAB Tech Lab's supply-chain transparency initiative alongside ads.txt and schain. Inaccurate declarations put your account out of compliance and can trigger removal from buyer allowlists.

Accurate seller type declarations protect your revenue, so it's worth getting right.

Questions? Concerns? Our team would be more than happy to help. Reach out to our Support Team here.