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iOS · Dow Jones & Company, Inc., publisher of The Wall Street Journal.

The Wall Street Journal. News

Developer URL
https://wsj.com/
app-ads.txt
https://www.wsj.com/app-ads.txt · 200
Checked
Oct 7, 2026
B
82/100

51 lines · 35 verified against sellers.json

Findings

Each finding lists the exact lines involved. Findings are automated observations of public files as of Oct 7, 2026. They describe file contents, not the intent or conduct of any company.

warning

DIRECT lines inconsistent with public data

9 −9 pts

The ads.txt specification defines DIRECT as an account the publisher directly controls. For these lines, either the ad system's own sellers.json lists the account as INTERMEDIARY, or the same account is marked DIRECT in the files of 3 or more unrelated companies. Either way, the public data does not support the DIRECT label. Buyers that use DIRECT labels in supply-path decisions may treat these lines differently.

How to fixUse DIRECT only for accounts your company controls. Confirm with each partner whether the account is yours; if it isn't, the specification calls for RESELLER.
Evidence (9) 
line 16     themediagrid.com, DXW9CT, DIRECT, 35d5010d7789b49d
             → observed: the same account is marked DIRECT by 3 different companies
line 17     rubiconproject.com, 14474, DIRECT, 0bfd66d529a55807
             → observed: sellers.json lists the account as INTERMEDIARY; the same account is marked DIRECT by 3 different companies  name in sellers.json: Dianomi Inc,  domain in sellers.json: dianomi.com
line 40     media.net, 8CU235F3N, DIRECT #OB
             → observed: sellers.json lists the account as INTERMEDIARY  name in sellers.json: Dow Jones & Company, Inc (via OB)  domain in sellers.json: google.com
line 54     pubmatic.com, 158676, DIRECT, 5d62403b186f2ace #OB
             → observed: sellers.json lists the account as INTERMEDIARY  name in sellers.json: Dow Jones (via EB)  domain in sellers.json: google.com
line 60     video.unrulymedia.com, 2693252623, DIRECT
             → observed: sellers.json lists the account as INTERMEDIARY  name in sellers.json: Google EB - Dow Jones & Company, Inc.  domain in sellers.json: google.com
line 65     triplelift.com, 3969-EB, DIRECT, 6c33edb13117fd86
             → observed: sellers.json lists the account as INTERMEDIARY  name in sellers.json: Dow Jones & Company (via EB Network)  domain in sellers.json: google.com
line 66     triplelift.com, 3940-EB, DIRECT, 6c33edb13117fd86
             → observed: sellers.json lists the account as INTERMEDIARY  name in sellers.json: Dow Jones & Company (via EB Network)  domain in sellers.json: google.com
line 68     triplelift.com, 1256-EB, DIRECT, 6c33edb13117fd86
             → observed: sellers.json lists the account as INTERMEDIARY  name in sellers.json: Dow Jones & Company (via EB Network)  domain in sellers.json: google.com
line 75     video.unrulymedia.com,2693252623, DIRECT
             → observed: sellers.json lists the account as INTERMEDIARY  name in sellers.json: Google EB - Dow Jones & Company, Inc.  domain in sellers.json: google.com
warning

Seller IDs not listed in the ad system's sellers.json

3 −7 pts

The ad system's current sellers.json doesn't list these accounts, so buyers that validate the chain can't match them. Common causes are closed accounts or former partners.

How to fixAsk each partner whether the account is still active and request their current lines; remove lines for closed accounts.
Evidence (3) 
line 16     themediagrid.com, DXW9CT, DIRECT, 35d5010d7789b49d
             → sellers_json: https://themediagrid.com/sellers.json
line 74     video.unrulymedia.com, UNRX-PUB-99f2bb56-7828-453a-9af4-34a0eb1ee476, DIRECT
             → sellers_json: https://video.unrulymedia.com/sellers.json
line 86     themediagrid.com, FJKY2X, DIRECT, 9fac4a4a87c2a44f #TAM
             → sellers_json: https://themediagrid.com/sellers.json
info

DIRECT accounts registered to another domain

1 −1 pts

Allowed when the domain belongs to the same company; add OWNERDOMAIN to make that explicit. Otherwise these accounts may belong to someone else.

How to fixIf the account is yours under another domain, declare it with OWNERDOMAIN=<that domain>; otherwise mark it RESELLER.
Evidence (1) 
line 15     dianomi.com, 222, DIRECT, 61e7d0a6019f7cfc
             → domain in sellers.json: barrons.com  name in sellers.json: Barrons.com
info

Duplicate lines

1 −1 pts

Harmless but a sign of copy-paste maintenance.

How to fixRemove duplicates; keep one copy of each line.
Evidence (1) 
ad_system: video.unrulymedia.com  seller_id: 2693252623  relationship: DIRECT
info

Ad systems without a public sellers.json

6

The ad system doesn't publish a readable sellers.json, so nobody can verify these lines. That's the ad system's gap, not the app's, so no points are deducted.

How to fixAsk the partner to publish sellers.json; until then buyers can't verify that path.
Evidence (6) 
line 24     appnexus.com,1285,RESELLER,f5ab79cb980f11d1 #CA
             → sellers_json: HTTP 403
line 50     openx.com,540158404,DIRECT,6a698e2ec38604c6 #OB
             → sellers_json: HTTP 403
line 51     openx.com, 543888333, DIRECT, 6a698e2ec38604c6 #TAM
             → sellers_json: HTTP 403
line 59     rhythmone.com,2693252623,DIRECT,a670c89d4a324e47
             → sellers_json: HTTP 403
line 71     appnexus.com,6849,RESELLER,f5ab79cb980f11d1
             → sellers_json: HTTP 403
line 79     appnexus.com, 7214, DIRECT, f5ab79cb980f11d1 #General
             → sellers_json: HTTP 403

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