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sellers.json and SupplyChain Object

Exchange Schema Advertising openly published

sellers.json, enables buyers to verify the entities who are direct sellers, or intermediaries in the digital advertising supply chain...

IAB Tech Lab, from their own og:description

What I make of it

ads.txt is already in store; sellers.json and schain complete the supply-chain triple.

Other advertising data models

AdCOM (Advertising Common Object Model) Information Model IAB Content / Audience / Ad Product Taxonomies Code System OpenRTB Exchange Schema VAST / VMAP (Video Ad Serving Template) Exchange Schema
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Model Details
Steward IAB Tech Lab
Origin —
Layer Exchange Schema
Domain Advertising
Status live
Access Openly published
Go to the steward →
How I know this

Compiled for the API Evangelist data model catalog, then confirmed against the steward's own site.

Confirmed 2026-08-11

Evidence: name evidence 3/3. Found something wrong? Tell me — corrections are cheap and I would rather be right.

Modernity Profile
74.0 Current
Access Open
Assessed 100.0% of the rubric

A separate measure from the Kin Score, which rates API providers. This rates how current a standard is in how it is expressed, published and paid for — not how good it is. EDIFACT and X12 score low here and move an enormous share of world trade.

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