Sellers.json is a move towards greater transparency among buyers and sellers in the programmatic ad industry. It enables advertisers to trust that they can buy inventory without any ad spoofing.
You can think of the sellers.json file as the ad exchange’s equivalent of your sites ads.txt file.
IF ADS.TXT IS A PUBLISHER'S STAMP TO SELL ADS (SUPPLY SIDE / SSP'S)
THEN SELLERS.JSON IS LIKE AN ADVERTISERS' STAMP TO BUY ADS (DEMAND SIDE - DSP'S)
Ads.txt does not reveal the names (identity) of the individuals associated with the account IDs: this information is included in the sellers.json file.
Ezoic's sellers.json file gives advertisers visibility into where their ads are being sold, which could encourage advertisers to bid more.
To update your websites sellers.json information, navigate to the monetization tab on your Ezoic dashboard:
In the ‘Display Name’ box write either the name of your business or the website's domain name. Once you have done this click on the ‘save’ button.
There is an option within the Sellers.json app to remain confidential by clicking “Hide My Seller Info”, which will not show a Display Name in the sellers.json.
Google has encouraged all Publishers to make their information publicly available within the sellers.json as this best helps advertisers to verify where their ads are placed. https://support.google.com/adsense/answer/9889911?hl=en
Because of this we recommend if Publisher’s do have any concerns about having their seller information visible that Publishers list the ‘Display Name’ as the name of their website e.g www.Ezoic.com rather than choosing to “Hide My Seller Info”.
The domain name of your website is freely available information and by providing this information through the sellers.json file it provides the transparency that the sellers.json is looking to achieve.
Further information on sellers.json and how it can benefit your site can be found in the Ezoic blog: https://www.ezoic.com/sellers-json-quick-guide/