Myth: a fat sellers.json signals a healthy SSP

Myth: a fat sellers.json signals a healthy SSP
Heard for years that more seller entries means more reach. Wrong read.
— DSPs increasingly weight the ratio of CONFIRMED direct sellers to RESELLER hops, not raw count
— A sellers.json stuffed with thousands of intermediary entries is a fragmentation tell, not a reach flex
— Buyers prune long demand paths; bloated reseller chains get bid-throttled, not rewarded
Clean direct lines beat a giant file every time.
Impact: audit your SSP's seller_type mix before judging coverage. (sourced)