Confirmed: flipping reseller lines to DIRECT raised CPMs 7%

Confirmed: flipping reseller lines to DIRECT raised CPMs 7%
A publisher had legit owned-and-operated inventory mislabeled as RESELLER in ads.txt.
— Buyers apply lower trust (and lower bids) to RESELLER paths
— They corrected 8 lines to DIRECT for owned SSP seats
— Kept genuine resold paths honestly flagged
DSP path-scoring re-rated the inventory; CPMs on those SSPs rose ~7% within a billing cycle.
Impact: A wrong DIRECT/RESELLER flag is silently discounting you.
Confidence: sourced