Śatapatha Brāhmaṇa ("of a hundred paths") 9.4.2.25

9.4.2.25

yadvevāha | svarṇa gharmaḥ svāhā svarṇārkaḥ svāhetyasyaivaitānyagnernāmāni tānyetatprīṇāti tāni haviṣā devatāṃ karoti yasyai vai devatāyai havirgṛhyate sā devatā na sā yasyai na gṛhyate 'tho etānevaitadagnīnasminnagnau nāmagrāhaṃ dadhāti

And as to why he says, 'Heaven-like heat, hail! heaven-like flame, hail!'--these indeed are names of this fire: he thereby gratifies these, and by the offering he makes them a deity; for only that one is a deity to whom an oblation is offered, but not that to whom it is not offered. Moreover, by naming them, he thus places them on this fire-altar.