Internet Engineering Task Force (IETF) J. Wold
Request for Comments: 8107 Advertising Digital Identification
Category: Informational March 2017
ISSN: 2070-1721
Advertising Digital Identifier (Ad-ID)
URN Namespace Definition
Abstract
Advertising Digital Identifiers (Ad-IDs) are used to identify
advertising assets across all media platforms. This document defines
the formal Uniform Resource Name (URN) Namespace Identifier (NID)
"adid" for Ad-IDs.
Status of This Memo
This document is not an Internet Standards Track specification; it is
published for informational purposes.
This document is a product of the Internet Engineering Task Force
(IETF). It represents the consensus of the IETF community. It has
received public review and has been approved for publication by the
Internet Engineering Steering Group (IESG). Not all documents
approved by the IESG are a candidate for any level of Internet
Standard; see Section 2 of RFC 7841.
Information about the current status of this document, any errata,
and how to provide feedback on it may be obtained at
http://www.rfc-editor.org/info/rfc8107.
Copyright Notice
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RFC 8107 Ad-ID URN Namespace Definition March 2017
Table of Contents
1. Introduction...................................................2
2. URN Namespace Definition Template..............................2
3. Namespace Considerations.......................................5
4. Community Considerations.......................................5
5. Security Considerations........................................5
6. IANA Considerations............................................5
7. Normative References...........................................6
Appendix A. Additional Background Information.....................7
Author's Address...................................................7
1. Introduction
This document defines the formal Uniform Resource Name (URN)
Namespace Identifier (NID) for Ad-IDs.
Ad-ID is the industry standard for identifying advertising assets
across all media platforms (e.g., over the air, online, over the top,
mobile, and place based). Ad-IDs are unique codes for each creative
advertising asset. Those unique codes are applied to all media.
Ad-IDs are an eleven-character ASCII string except for High
Definition (HD) or Three-Dimensional (3D) codes, which have an H or D
as the 12th character.
Ad-ID also provides descriptive metadata about the advertisement.
The metadata includes the advertiser, brand, product, commercial
title, product categorization, and other essential data about the
advertisement. The metadata can be retrieved using the unique code.
See Appendix A for additional background information.
2. URN Namespace Definition Template
Using the template in [RFC3406], the namespace definition is as
follows:
Namespace ID:
adid
Registration Information:
Version 1
2016-03-22
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RFC 8107 Ad-ID URN Namespace Definition March 2017
Declared registrant of the namespace:
Registering organization:
Advertising Digital Identification, LLC
11020 David Taylor Drive, Suite 305
Charlotte, NC 28262-1103
USA
Contact:
URL: http://www.ad-id.org/contact
Email: cs@ad-id.org
Declaration of syntactic structure:
The identifier structure is an Ad-ID that consists of a unique
eleven-character string or a unique twelve-character string (video
codes only).
This string is divided into three parts:
1. A four-character alphanumeric Company Prefix, not starting with
"0"
2. A seven-character alphanumeric code
3. An optional one-character Video Format Identifier.
H - High Definition
D - Three-Dimensional
The URN representation URN-ADID of an Ad-ID conforms to the
following syntax (expressed using ABNF [RFC5234]):
URN-ADID = "urn:adid:" full-adid-identifier
full-adid-identifier =
full-adid-prefix full-adid-code [full-adid-suffix]
full-adid-prefix = (ALPHA / %x31-39) 3*alphanum
full-adid-code = 7*alphanum
full-adid-suffix = "H" / "D"
alphanum = ALPHA / DIGIT
Examples:
Standard Definition: urn:adid:ABCD0001000
High Definition: urn:adid:ABCD0001000H
Relevant ancillary documentation:
[SMPTERP2092-1] specifies Advertising Digital Identifier (Ad-ID)
representations.
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Identifier uniqueness considerations:
The Registrar (Advertising Digital Identification, LLC) is
responsible for managing the assignment of the Ad-ID and shall
ensure its uniqueness by checking the identifier against the list
of existing identifiers. In addition, each Ad-ID is associated
with a its own unique URN-ADID.
Ad-ID Registrar has assigned "adid" as a unique identifier. It is
associated with a single URN-ADID.
Identifier persistence considerations:
The assignment process guarantees that 'adids' will not be
reassigned or reused, and the binding between the identifier and
its resource is permanent.
These rules apply to this URN namespace.
Process of identifier assignment:
Ad-IDs are generated by the Ad-ID's proprietary registration
procedures.
Process for identifier resolution:
Ad-ID URNs are resolved via URN resolvers that are maintained by
the Ad-ID.
Rules for Lexical Equivalence:
Lexical equivalence of URN-ADID is defined by case-insensitive
string match.
Conformance with URN Syntax:
As specified above, the syntax of URN-ADID is a subset of the URN
syntax specified in [RFC2141].
Validation mechanism:
The validity of a URN-ADID can be checked using Ad-ID's web
services. For more information on Ad-ID's web services, please
refer to the following links:
http://www.ad-id.org/user-support/faqs/faq-category/web-services
http://www.ad-id.org/ad-id-web-services-api-guide
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Scope:
Ad-IDs are centrally registered, globally unique identifiers of
advertising assets that are used worldwide.
3. Namespace Considerations
Ad-IDs are intended for use in Internet applications, where URNs are
routinely used to identify audiovisual resources. There is no direct
mapping from Ad-IDs to existing URN namespaces.
4. Community Considerations
The primary registrants of Ad-IDs are advertisers and agencies. Ad-
IDs can be used by anyone to unambiguously identify advertising
assets and retrieve underlying metadata. The primary benefits of its
use are providing greater transparency and accountability in the
advertising marketplace, helping to eliminate costly errors
associated with the inconsistent use of advertising-asset identifiers
throughout the advertising supply chain, and enabling a more granular
audience measurement across multiple platforms.
5. Security Considerations
This document specifies the syntax of the Ad-ID URN namespace and
makes no security representations. However, note that failure to
conform to the syntactic and lexical equivalence rules specified in
[RFC3406] when using an Ad-ID as a criterion for accessing restricted
resources can result in granting unauthorized access.
6. IANA Considerations
This document defines "ad-id" in the "Formal URN Namespaces"
registry.
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7. Normative References
[RFC2141] Moats, R., "URN Syntax", RFC 2141, DOI 10.17487/RFC2141,
May 1997, <http://www.rfc-editor.org/info/rfc2141>.
[RFC3406] Daigle, L., van Gulik, D., Iannella, R., and P. Faltstrom,
"Uniform Resource Names (URN) Namespace Definition
Mechanisms", BCP 66, RFC 3406, DOI 10.17487/RFC3406,
October 2002, <http://www.rfc-editor.org/info/rfc3406>.
[RFC5234] Crocker, D., Ed., and P. Overell, "Augmented BNF for
Syntax Specifications: ABNF", STD 68, RFC 5234, DOI
10.17487/RFC5234, January 2008,
<http://www.rfc-editor.org/info/rfc5234>.
[SMPTERP2092-1]
Society of Motion Picture and Television Engineers,
"Advertising Digital Identifier (Ad-ID) Representations",
SMPTE RP 2092-1, April 2015.
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Appendix A. Additional Background Information
Ad-IDs are an eleven-character ASCII string except for High
Definition (HD) or Three-Dimensional (3D) codes, which have an H or D
as the 12th character.
Ad-ID may have Complimentary Definition Codes (CDCs), which are
matching SD, HD, and/or 3D codes where only the 12th character of the
code varies. This only applies to video codes.
For example, a video with a standard format and high-definition
format would have a single code for each format.
Standard: ABCD1234000
High Definition: ABCD1234000H
More information: http://www.ad-id.org/how-it-works/ad-id-structure
Advertising Digital Identification <http://www.ad-id.org/>
Author's Address
Jarrett Wold
Advertising Digital Identification (Ad-ID)
708 Third Avenue
New York, NY 10017
Email: jwold@ad-id.org
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