> sellers.json is an ad system's public list of the accounts that sell through it. Fields, seller types, and how it connects to app-ads.txt.

Source: https://appsupplyindex.com/learn/sellers-json · Updated: 2026-10-07 · License: CC BY 4.0 (App Supply Index)

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[Learn](https://appsupplyindex.com/learn/) · sellers.json

# What is sellers.json?

Updated Oct 7, 2026 · data from 12 App Store genres · top free + top grossing charts · US · iOS + Android

**Short answer:** sellers.json is a public file in which an ad system (an exchange or SSP) lists the accounts that sell
inventory through it: who each account belongs to and whether it's the inventory owner or an intermediary. It's the
ad system's side of the record that app-ads.txt gives from the publisher's side.

## Where it lives

At the root of the ad system's domain: `https://<ad system domain>/sellers.json`, the same domain
that appears in the first field of app-ads.txt lines.

## Main fields

| Field | Meaning |
| --- | --- |
| `seller_id` | The account ID: the same value publishers put in app-ads.txt. |
| `seller_type` | **PUBLISHER** (owns the inventory), **INTERMEDIARY** (sells inventory it doesn't own) or **BOTH**. |
| `name`, `domain` | Who operates the account. |
| `is_confidential` | When set, name and domain are hidden. |

## How it connects to app-ads.txt

A buyer can follow a line such as `openx.com, 123, DIRECT` to openx.com/sellers.json, find account 123,
and see whether it's a PUBLISHER with the app owner's domain. If it's an INTERMEDIARY, the DIRECT label
[doesn't match](https://appsupplyindex.com/fix/inconsistent-direct); if the account isn't listed, the line
[can't be verified](https://appsupplyindex.com/fix/seller-id-not-in-sellers-json).

## What we see in practice

Of 1205 ad systems listed by at least 3 companies in this index:

- OK: 771
- No sellers.json: 166
- Blocks automated access: 87
- Most listed IDs not found: 63
- Domain doesn't resolve: 56
- Unreachable: 35
- Invalid JSON: 22
- Empty sellers.json: 5

See every ad system's status on the [ad systems page](https://appsupplyindex.com/ad-systems).

## Related

- [Why can't some lines be verified against sellers.json?](https://appsupplyindex.com/fix/sellers-json-not-available)
- [DIRECT vs RESELLER](https://appsupplyindex.com/learn/direct-vs-reseller)
- [How the index checks files](https://appsupplyindex.com/methodology)

Based on the [IAB Tech Lab
ads.txt/app-ads.txt](https://iabtechlab.com/ads-txt/) and [sellers.json](https://iabtechlab.com/sellers-json/)
specifications. Numbers are automated observations of public files on the date above.