The buyer may have a deal in place to buy ad slots from a specific seller, the seller could be a Publisher or the component seller. Currently, the Key/Value request from the browser only contains the hostname of the Publisher website and we would like for the ability to send or not to send a response. At the moment we are having to send a response back to the browser and determine whether to bid or not to bid in the generateBid function. We would prefer to avoid the need to add this logic in the generateBid function when it can be easily dealt with at our KV server.

This Feature Request proposes to add seller's information to the request sent to a Key/Value server, the same way the publisher's hostname is being passed today:

• Current URL: https://kv-service.example/getvalues?hostname=publisher.example&keys=key1,key2
• Proposed URL: https://kv-service.example/getvalues?hostname=publisher.example&keys=key1,key2&componentSeller=ad.tech

Rationale: By appending the componentSeller=ad.tech parameter to the URL, we can ensure not to bid on SSPs for a publisher when we have a direct alternative available.