Sellers.json files act as a beacon of clarity in a sea of complexity. By analyzing these files, you can unearth a wealth of business intelligence. This article delves into how data from these public repositories can be leveraged to gain insights into market dynamics, identify significant changes among publishers and resellers, and understand the landscape of digital advertising resellers.
Understanding Sellers.json Files
Sellers.json files are publicly accessible JSON files that programmatic advertising platforms publish. They serve as a transparency tool, listing information about the entities involved in the sale of digital advertising. Essentially, they help buyers verify the entities they are purchasing ads from, ensuring that ad spend reaches legitimate publishers.
Features of Sellers.json Files:
- Publisher and Reseller Listings: These files enumerate direct sellers (publishers) and intermediaries (resellers) involved in the ad selling process, providing their names, IDs, and roles.
- Transparency and Trust: By disclosing seller information, these files foster a transparent ad ecosystem, building trust among advertisers, publishers, and intermediaries.
Leveraging Sellers.json for Business Intelligence
1. Monitoring Market Dynamics
Big Changes in Records:
- Spotting Industry Shifts: Significant changes in sellers.json files, such as the inclusion of major publishers within a reseller’s inventory, signal industry shifts. This could indicate mergers, acquisitions, or strategic partnerships forming within the digital ad space.
- Competitive Intelligence: Keeping tabs on these changes can provide competitive intelligence, revealing emerging players or shifts in market share among resellers and publishers.
2. Integrity and Compliance Checks
Publisher’s Ads.txt vs. Reseller’s Sellers.json:
- Mismatch Analysis: Discrepancies between a publisher’s ads.txt records and a reseller’s sellers.json files can highlight compliance issues or potential fraud. Publishers list authorized digital sellers in their ads.txt files, and any mismatch with sellers.json data could indicate unauthorized reselling or misrepresentation.
- Ensuring Authenticity: Businesses can use this intelligence to ensure they engage with authentic and compliant partners, safeguarding their investments and brand reputation.
3. Identifying Key Players
Who are the Biggest Resellers?
- Market Share Analysis: By analyzing the volume and diversity of publishers within a reseller’s sellers.json file, businesses can gauge the reseller’s market share and influence.
- Strategic Partnerships: Understanding who the largest resellers are enables businesses to strategize on partnerships, focusing on those with extensive networks and reach.
You can use Datacleave to get access to these insights and more.