<b>The owner_domain field nobody fills out</b>

<b>The owner_domain field nobody fills out</b>

Watching: sellers.json has an optional <code>owner_domain</code> field that ties an SSP entry to the legal entity that controls it. Almost nobody populates it. Buyers running supply-path audits now use it to collapse the same parent across multiple SSPs — when it's blank, your inventory looks like a fresh seller instead of a known reseller.

— If you resell through 3 SSPs, blank owner_domain hides the duplication from DSP de-dupe
— Buyers reading it as a quality signal, not just a curiosity

Impact: fill owner_domain before a buyer's path-dedup logic decides your seat is the redundant one. (sourced)