Sellers.Json is an industry-wide initiative aimed at enhancing transparency within the programmatic advertising ecosystem. Much like ads.txt allows publishers to declare who is authorized to sell their inventory, Sellers.Json allows advertisers to verify the identity of the entities selling that ad space. By providing a clear map of the supply chain, this standard reduces the risk of ad spoofing and fosters a more trustworthy environment for premium bidders.

Sellers.Json is a public file hosted by advertising platforms (like Ezoic) that lists the names and IDs of the publishers they represent.

Why It Matters:

• Advertiser Trust: Many high-value DSPs (Demand Side Platforms) and advertisers now require "Transparent" status before they will bid on a site's inventory.

• Identity Verification: While ads.txt confirms that Ezoic is authorized to sell your ads, Sellers.json confirms who you are (either by your business name or domain name).

• Revenue Impact: Choosing to remain "Confidential" in the Sellers.json file can lead to decreased bidding, as some advertisers automatically filter out anonymous inventory to avoid fraud.

Steps

1. Accessing Sellers.Json Settings

1. Log in to your Ezoic dashboard.

2. Navigate to the EzoicAds tab.

3. Go to Ad Transparency > Sellers.Json.

2. Updating Your Information

1. Business Name: In the "Display Name" field, enter your legal business name or your website’s domain name (e.g., yourdomain without the .com).

2. Confidentiality Toggle: Ensure the "Hide My Seller Info" option is OFF to be marked as "Transparent."

3. Click Save.

Use Your Business Name:

Ezoic recommends using your business name for the Display Name. If you don't have one as an indepentent operator, you can use the domain name but omit the .com. 

Avoid "Confidential" Status:

Google and other major demand partners strongly encourage publishers to remain transparent. Being marked as "Confidential" in the Sellers.json file is a frequent cause of lower-than-expected EPMVs due to reduced competition for ads.

Regular Review:

If you change your site's domain or rebrand your business, update your Sellers.json Display Name immediately to ensure your "Transparent" status remains valid.

Is Sellers.json the same as Ads.txt?

No. Ads.txt is a file you host on your server to authorize sellers. Sellers.json is a file Ezoic hosts to identify the publishers we represent to advertisers. They work together to prove that an ad impression is legitimate.

Does this mean my personal address is public?

No. Sellers.json only displays your "Display Name" (Business or Domain) and your Seller ID. It does not publish your physical address, phone number, or email.

What happens if I don't fill this out?

Your account will default to "Confidential." While you will still serve ads, you may notice that certain premium advertisers can stop bidding on your inventory, which can lead to a decline in EPMV over time.

How long does it take for my status to update?

Once you save your name in the dashboard, Ezoic updates its master file. However, it may take 24–48 hours for external advertiser systems to crawl the file and update your status in their bidding algorithms.