The distinction that tells you how many hands touched the inventory before it reached your DSP. An original has a direct relationship with the publisher. An intermediary is reselling someone else's supply. Both show up in the bid stream. Sellers.json is how you tell them apart. The more intermediaries in the chain, the more fees, the less transparency, and the more distance between your dollar and the publisher who actually served the impression.
Ad tech glossary
Originals vs Intermediaries
Technical definition
In programmatic supply chain transparency, "originals" are direct publisher relationships while "intermediaries" are entities that resell inventory.
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Where this shows up
Guide: How Much Does Programmatic Really Cost?
Don't let fees and confusion burn a hole in your wallet. Like your morning coffee - it deserves a disproportionate amount of your time and attention.
🍿 The microwave popcorn of media
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