Support for First Party Data

[bszekely1]

Type of issue

Feature

[This is the Prebid SDK implementation of https://github.com/prebid/Prebid.js/issues/3687]

Background

As part of a publisher's monetization strategy, they can optionally pass First Party Data (FPD), either about the inventory or about the user, the application which is reserved for Private MarketPlace (PMP) deals. A number of adapters support taking key/value pairs as arguments, but they're all different. e.g.

• Rubicon takes keywords, inventory and visitor parameters
• AppNexustakes keywords and user
• OpenX takes customParams
• Index takes firstPartyData
• etc

Goals

• Provide a standard method in the SDK to pass FPD to adapters
• Provide an Access Control List for publishers to authorize which adapters have access to FPD

Proposal

The proposal has two main components:

• Publisher facing API in the SDK to pass FPD
• Method to pass FPD to prebid server

SDK interface

• Define an SDK interface to allow passing of the following data points:
  -- An arbitrary set of inventory (app data) key / values pairs at the request and impression grain
  -- An arbitrary set of visitor (user data) key / values pairs at the request grain only
  -- Ability to pass a free from list (Access Control List) to authorize who has access to global FPD

OpenRTB interface

The PBJS and SDK values would be copied to these OpenRTB locations:

• global set of bidders allowed to receive global ext.data (Access Control List) - ext.prebid.data.bidders[]
• global context.data - app.ext.data
• global user.ATTRIBUTE - user.ATTRIBUTE (keywords, gender, yob, geo)
• global user.data - user.ext.data
• adunit-specific context.data - imp[].ext.context.data
• adunit-specific context.ATTRIBUTE - imp[].ext.context.ATTRIBUTE (keywords)

OpenRTB translation behavior:

• Access Control List (ext.prebid.data)
  -- If no bidders were set in the ACL input, include bidders object but leave array empty if any globally set data objects are set
  -- bidder values, if set, should be an array of strings
• Global Inventory (app.ext.data) and Visitor (user.ext.data) data
  -- Any number of data keys can be set
  -- Values for each key must be an array of strings if set
  -- Values can be an empty array

Example OpenRTB data request

{
    "ext": {
       "prebid": {
           "data": { "bidders": [ 'rubicon', 'appnexus' ] }  // applies to only global configuration
       }
    },
    "app": {
         "ext": {
             "data": { 
                "level": ["1"],
                "categories": ["game", "rpg", "violence"]
            } // only seen in PBS by bidders named in ext.prebid.data.bidders[]
         }
    },
    "user": {
        "keywords": [], 
        "gender": "", 
        "yob": 1999, 
        "geo": {},
        "ext": {
            "data": { 
                "interests": ["games", "sports", "travel"],
                "income": ["80k"]
            }  // only seen by bidders named in ext.prebid.data.bidders[]
        }
    },
    "imp": [
        "ext": {
            "context": {
                "keywords": [],
                "data": {
                    "viewable":["true"],
                    "interstitial":["true"]
                }  //not set with ACL
            }
         }
    ]
}

Other information

The original proposal was in the prebid.js issue: prebid/Prebid.js#3687

Prebid Server proposal: prebid/prebid-server#879