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No. The official IAB Tech Lab material cited here does not establish that exclusive: true in adagents.json removes, supersedes, or invalidates a separate RESELLER authorization in ads.txt. Treat the files as complementary records: ads.txt declares authorized advertising systems, sellers.json identifies sellers and intermediaries, and the OpenRTB SupplyChain object describes the nodes in a bid-request path.
What the exclusivity flag does—and does not prove
An exclusivity value in one file does not, by itself, edit a publisher’s separate ads.txt file. The official sources cited here do not define exclusive: true in adagents.json as a command to delete or invalidate an ads.txt seller line. This is a standards-based reading of the available IAB Tech Lab material, not a formal legal ruling or an exhaustive review of every implementation.
Keep the claim narrow: a flag may be relevant to how a particular system interprets an arrangement, but it is not evidence on its own that an existing seller authorization has been withdrawn. Verify the publisher’s actual declarations and the transaction path rather than infer an ads.txt change from another file.
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What DIRECT, RESELLER, and MANAGERDOMAIN mean
DIRECT and RESELLER identify authorization relationships
An ads.txt seller record identifies an advertising system and states whether the publisher authorizes the named seller relationship as DIRECT or RESELLER. These values concern authorization; they should not be confused with a declaration about the publisher’s primary monetization manager.
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MANAGERDOMAIN names a monetization partner
Ads.txt 1.1 defines MANAGERDOMAIN as the business domain of a publisher’s primary or exclusive monetization partner. The variable is optional and intended for cases where the publisher does not manage monetization globally or in a particular country. The manager is a party other than the publisher, and the value can apply globally or to a specific country, with one manager per country. See the ads.txt 1.1 specification.
The specification says the variable “should be used to represent a publisher’s relationship with a primary or exclusive monetization partner.” That purpose is distinct from the seller authorization expressed by a DIRECT or RESELLER record. IAB Tech Lab’s 2022 announcement likewise described OWNERDOMAIN and MANAGERDOMAIN as additions intended to connect ads.txt declarations with sellers.json identities and clarify supply paths: IAB Tech Lab’s announcement.
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How the three supply-chain records fit together
| Record | Question it answers | What to inspect |
|---|---|---|
| ads.txt | Which advertising systems and seller relationships does the publisher authorize? | The seller record, seller ID, relationship value, and any OWNERDOMAIN or MANAGERDOMAIN declaration. |
| sellers.json | Who is the seller or intermediary behind a seller ID? | The identity and seller relationship declared by the referenced advertising system. |
| OpenRTB SupplyChain object | Which parties sold or resold this bid request? | The nodes present in the request and whether the described path is complete. |
IAB Tech Lab describes these tools as complementary rather than interchangeable. Ads.txt is the publisher’s authorization declaration; sellers.json helps buyers identify direct sellers and intermediaries; the SupplyChain object provides a view of the parties in the bid-request path. See IAB Tech Lab’s explanation of how to read ads.txt and its CTV Programmatic Guide.
How buyers should validate an exclusivity or manager declaration
The ads.txt 1.1 implementation guide recommends checking OWNERDOMAIN and MANAGERDOMAIN against both ads.txt and sellers.json. It cautions that significant inventory still available through other sources may have legitimate non-exclusive explanations, so buyers should verify the circumstances rather than assume every other source is unauthorized. The guide also says that a manager declaration alongside direct OWNERDOMAIN sellers may indicate a mis-marking worth investigating. Interpretation of MANAGERDOMAIN is ultimately at DSP discretion, and the guide recommends setting clear policies before enforcement. See the ads.txt 1.1 implementation guide.
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A practical audit checklist
- Read the publisher’s current ads.txt. Record the exact seller line, including the advertising system, seller ID, and
DIRECTorRESELLERvalue. - Check the system’s sellers.json. Match the seller ID to the declared identity and relationship.
- Review ownership and manager declarations. Compare OWNERDOMAIN and MANAGERDOMAIN, including any country-specific value, with the actual commercial arrangement.
- Inspect the bid request’s SupplyChain object. Compare its nodes with the expected sellers and intermediaries, and check whether the path is complete.
- Investigate discrepancies under a documented policy. Treat conflicting declarations as a reason to verify; do not retire an ads.txt line solely because another file contains an exclusivity field.
IAB Tech Lab also describes supply-chain validation datasets and APIs for line-level ads.txt/app-ads.txt checks against sellers.json: IAB Tech Lab’s ads.txt 1.1 validation resource.
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