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
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.
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Wold Informational [Page 1]
RFC 8107 Ad-ID URN Namespace Definition March 2017
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.
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]):
Standard Definition: urn:adid:ABCD0001000 High Definition: urn:adid:ABCD0001000H
Relevant ancillary documentation:
[SMPTERP2092-1] specifies Advertising Digital Identifier (Ad-ID) representations.
Wold Informational [Page 3]
RFC 8107 Ad-ID URN Namespace Definition March 2017
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].
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:
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.
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.