{"id":35894,"date":"2022-08-02T11:24:07","date_gmt":"2022-08-02T16:24:07","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=35894"},"modified":"2022-08-10T06:33:50","modified_gmt":"2022-08-10T11:33:50","slug":"sellers-json-changes-protecting-your-privacy","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/sellers-json-changes-protecting-your-privacy\/","title":{"rendered":"Sellers.json Changes: Protecting Your Privacy"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Sellers.json Changes: Protecting Your Privacy<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Eric Hochberger<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2022-08-02T11:24:07-05:00\">August 2, 2022<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p>One of Mediavine\u2019s core values as a business is transparency.&nbsp;<\/p>\n\n\n\n<p>It\u2019s what drives much of what we do internally and in the broader community. It leads us to be early adopters of efforts like sellers.json that are dedicated to transparency in the advertising ecosystem.<\/p>\n\n\n\n<p>We\u2019re also huge advocates of privacy. <\/p>\n\n\n\n<p>This is why, when we first adopted sellers.json three-plus years ago, we did our best to protect our publishers\u2019 identities by making business domains optional.<\/p>\n\n\n\n<p>Industry standards (and interpretation of those standards) often evolve over time, however, and sellers.json is no exception. Recently, our ad partners have begun requiring that we publish a business domain.<\/p>\n\n\n\n<p>Did I lose you yet? Most likely.<\/p>\n\n\n\n<p>You\u2019re probably wondering:<\/p>\n\n\n\n<p>What the heck is sellers.json? What is a business domain, for that matter, and what does it have to do with privacy? <\/p>\n\n\n\n<p>Let\u2019s get some definitions out of the way first. I\u2019ll try to keep this as brief, or as brief as a post written by me about sellers.json can be.&nbsp;<\/p>\n\n\n\n<p><em>[Cracks knuckles, brews third cup of coffee \u2026]<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-sellers-json\">What is Sellers.json?<\/h2>\n\n\n\n<p>When we sell an ad spot on a publisher\u2019s website, we\u2019re considered part of the <a href=\"https:\/\/www.mediavine.com\/what-is-an-ssp\/\">supply side<\/a> &#8211; everyone from the publisher, to the ad management company (hi!), to the ad exchange and middle men or resellers that hop in are supply siders.<\/p>\n\n\n\n<p>We are what advertisers, or the buy side in industry parlance, consider the sellers. Per the sellers.json standard, every person involved in the sale of an ad impression, except for the final payee (the publisher), must post what is called a sellers.json file.<\/p>\n\n\n\n<p>This file lists every entity that we\u2019re potentially selling on behalf of. It includes a seller ID, the name of the entity we\u2019re paying and a business domain.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why Does This File Exist?&nbsp;<\/h2>\n\n\n\n<p>Transparency. By providing a seller ID with every impression sold \u2014 and assuming everyone in the supply chain does the same \u2014 a buyer can look up every actor involved.<\/p>\n\n\n\n<p>This is extremely important in combating fraudulent activity and\/or potentially unauthorized middlemen hopping in and reselling inventory.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is a Business Domain?<\/h2>\n\n\n\n<p>So, this is the big change we\u2019re talking about. Previously in the Mediavine\u2019s sellers.json file, we only listed the seller ID and the payee name.&nbsp;<\/p>\n\n\n\n<p>Going forward, we\u2019re required to also list a business domain for each payee &#8211; this is the URL or website that represents your business.<\/p>\n\n\n\n<p>In the case of a <a href=\"https:\/\/www.mediavine.com\/what-sites-does-mediavine-own-how-do-they-help-yours\/\">Mediavine-owned site<\/a> like The Hollywood Gossip, we would list Mediavine.com as the business domain.<\/p>\n\n\n\n<p>However, if a business doesn\u2019t have a website for the corporation, as it were, or there is no corporation, then the name of the website that Mediavine represents in the digital advertising marketplace is the de facto business domain.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Does That Have to Do With Privacy?<\/h2>\n\n\n\n<p>It depends. If you&#8217;re being paid as a corporation, likely nothing.<\/p>\n\n\n\n<p>If you&#8217;re being paid as a person, it will depend on your situation. A lot of site owners have no problem listing their real name in the About Me section of their blogs.<\/p>\n\n\n\n<p>From SEO benefits to building a rapport with audiences, there are various reasons to do this &#8211; but not everyone feels comfortable doing so.<\/p>\n\n\n\n<p>Whether it\u2019s out of concern for online safety, or for competitive reasons, or other factors, they don\u2019t want their name on the website.<\/p>\n\n\n\n<p>We understand both schools of thought, but this change impacts the latter.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Information of Yours is on Sellers.json Right Now and What is Changing?<\/h2>\n\n\n\n<p>Still with us? We appreciate it. If you\u2019re confused at all, or just scrolling down in hopes that there\u2019d be a TL;DR of sorts, it\u2019s your lucky day:<\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\">Turning Your Website Into a Business<\/h2>\n\n\n\n<p>If you\u2019re interested in protecting your personal privacy online, the first order of business is making sure you have a corporation set up.<\/p>\n\n\n\n<p>We have to list a payee from the business domain, so Mediavine paying a company vs. a person offers an extra layer of protection.<\/p>\n\n\n\n<p>The first step in the process is naming this new entity. I\u2019d personally recommend something that isn\u2019t simply the name of your website plus LLC or Inc. after it.&nbsp;<\/p>\n\n\n\n<p>Using a more generic name makes it tougher for people to attach it to your website, while offering flexibility to expand or pivot the business as you grow.<\/p>\n\n\n\n<p>(See: Mediavine, your friendly neighborhood SEO-for-hire startup turned internet publisher turned <a href=\"https:\/\/www.mediavine.com\/ad-management\/\">Ad Management<\/a> company.)<\/p>\n\n\n\n<p>Then you&#8217;ll actually have to go through the process of creating your new entity.<\/p>\n\n\n\n<p>Sound daunting? The good news is we have a great guest blog post on <a href=\"https:\/\/www.mediavine.com\/what-is-an-llc-and-how-does-it-work\/\">how to set up an LLC<\/a>.<\/p>\n\n\n\n<p>After your corporation is set up, you\u2019ll want to build your corporation\u2019s website. This doesn\u2019t have to be a fully optimized, SEO-friendly blog with a lot of content, but it should exist.<\/p>\n\n\n\n<p>Seriously, you can even use a static hosted platform. Anything that allows you to set up a landing page is good enough for this task at hand.<\/p>\n\n\n\n<p>Once you\u2019ve completed these two steps, you can update that information with Mediavine.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"525\" height=\"1024\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-525x1024.jpg\" alt=\"an example of how a publisher can respond to the changes in the info provided to sellers.json\" class=\"wp-image-35940\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-525x1024.jpg 525w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-164x320.jpg 164w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-768x1499.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-787x1536.jpg 787w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-1049x2048.jpg 1049w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-1170x2283.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-375x732.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-800x1561.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-190x370.jpg 190w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-117x229.jpg 117w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-96x187.jpg 96w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-172x335.jpg 172w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-178x347.jpg 178w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-266x520.jpg 266w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-328x640.jpg 328w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-394x768.jpg 394w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-492x960.jpg 492w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6-553x1080.jpg 553w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/08\/sellers-json-infographic-V6.jpg 1200w\" sizes=\"auto, (max-width: 525px) 100vw, 525px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">How We\u2019re Helping You Update Your Information<\/h2>\n\n\n\n<p>While setting up the business is up to you, we\u2019re making it incredibly easy to update your information with Mediavine in the coming weeks with a new modal.<\/p>\n\n\n\n<p>The modal will prompt you for the changes. Fill it out when ready.&nbsp;<\/p>\n\n\n\n<p>This process shouldn\u2019t take long, but the sellers.json change won\u2019t be live until October, and you\u2019ll always be able to email Mediavine Support to make changes at any time.<\/p>\n\n\n\n<p>We know this still feels like short notice, but we promise that we wouldn\u2019t be acting with such urgency if it wasn\u2019t an incredibly important ecosystem partner requesting this change.<\/p>\n\n\n\n<p>Mediavine remains committed to transparency and privacy &#8211; but also to making sure our 9,000-plus publishers can build sustainable businesses.<\/p>\n\n\n\n<p>Without this effort, that can\u2019t happen. We hope the solutions we\u2019ve offered above allow you to find that balance.&nbsp;<\/p>\n\n\n\n<p>As always, please reach out to us with any questions.<\/p>\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/eric\/\" target=\"_self\">Eric Hochberger<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-9d3a6402 wp-block-social-sharing-is-layout-flex\" 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That shift is already happening. Quietly. Algorithmically. And at scale. At MVCon,&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/how-to-create-content-advertisers-will-pay-more-for\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about How to Create Content Advertisers Will Pay More For\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 One of Mediavine\u2019s core values as a business is transparency.&nbsp; It\u2019s what drives much of what we do internally and in the broader community. It leads us to be early adopters of efforts like sellers.json that are dedicated to transparency in the advertising ecosystem. We\u2019re also huge advocates of privacy. This&#8230;<\/p>\n","protected":false},"author":5,"featured_media":35911,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14,10],"tags":[],"audience_post":[],"class_list":["post-35894","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-mediavine"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Sellers.json Changes: Protecting Your Privacy - Mediavine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/sellers-json-changes-protecting-your-privacy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sellers.json Changes: Protecting Your Privacy\" \/>\n<meta property=\"og:description\" content=\"Back to Blog \u2022 One of Mediavine\u2019s core values as a business is transparency.&nbsp; It\u2019s what drives much of what we do internally and in the broader community. It leads us to be early adopters of efforts like sellers.json that are dedicated to transparency in the advertising ecosystem. We\u2019re also huge advocates of privacy. 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