The sellers.json standard, developed by the Interactive Advertising Bureau (IAB), serves as a tool for digital advertising buyers to identify entities participating in the selling process. It offers insights into the identity of publishers, empowering buyers to validate the entities engaged in digital advertising opportunities. Through access to the published sellers.json file, authorized buyers can ascertain the ultimate seller of a bid request, provided they adhere to ads.txt authorization. This standard contributes to transparency within the advertising ecosystem by facilitating the identification of all entities involved in the SupplyChain object.