sellers.json is a standard developed by the Interactive Advertising Bureau (IAB) to assist digital advertising buyers in identifying entities involved in the selling process. It provides information about the publisher's identity, allowing buyers to verify the entities involved in digital advertising opportunities. By accessing the published sellers.json file, buyers can determine the final seller of a bid request if they are authorized by ads.txt. This standard enhances transparency in the advertising ecosystem by helping buyers identify all entities involved in the SupplyChain object.

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