sellers.json: DIRECT vs RESELLER, and when to demand DIRECT

sellers.json: DIRECT vs RESELLER, and when to demand DIRECT
Watching: buyers increasingly bid down anything tagged RESELLER in sellers.json — the multi-hop tax is real now.
— DIRECT means the SSP pays you directly; cleanest path, best for SPO-conscious buyers.
— RESELLER means a hop sits between you and the SSP — fine for fill, murder on premium CPMs.
— If an SSP lists you RESELLER but you have a direct contract, that's a flag — chase it.
Impact: For your top 5 SSPs, verify DIRECT in their sellers.json or you're invisible to SPO buyers. (sourced)