2.6-202501 Public Comment Feedback

[hillslatt]

Please comment on this issue with feedback on updates to the OpenRTB updates in Public Comment

OpenRTB Updates:

• Addition of gtax and genres attributes in Object: Content
• Section in Implementation Guidance on using new attributes.
• Updated AdCOM List: Category Taxonomies with enum for Content Taxonomy 3.1

Taxonomy Updates:

• Updated version of Content Taxonomy 3.1 to add row for Thriller
• Sub-set of Content Taxonomy 3.1 with expected values for genres attribute

[patmmccann]

If you open the PR, main...develop, it is a lot easier to comment on the pr in the right place instead of the comments here

[patmmccann]

This continues one of the largest problems in openrtb, that cat, pagecat, bcats etc can only have one taxonomy. There is no upgrade path when a new taxonomy is released and you will be stuck on whatever the initial taxonomy is forever. Supply will never be able to stop sending the first taxonomy for fear of being misunderstood by non-adopters of the new taxonomy. Demand will never release support for a new taxonomy for lack of supply adoption.

This was solved in site.content.data and user.data like this: https://github.com/InteractiveAdvertisingBureau/openrtb/blob/main/extensions/community_extensions/segtax.md#example and i think we should repeat that pattern for genres.

"site": { 
  "content": {
    "data": [
      {
	"name": "a-data-provider.com",
	"ext": {
	  "segtax": 8,
          "taxtype": 'genre'
	},
	"segment": [
	  { "id": "1001" },
	  { "id": "1002" }
	]
      }
    }
  }
}

where segtax 8 is Content Taxonomy 3.1 and I am proposing the taxtype field if someone wants to use that. Or we could make a new segtax enum 9 that is the genre subtax of content tax 3.1

we also need a pr on https://github.com/InteractiveAdvertisingBureau/openrtb/blob/main/extensions/community_extensions/segtax.md or adcom define segtax 8

If we're absolutely stuck on not using the site.content.data pattern, i would propose we have an array of genre objects, not gtax and genre as their own field with only one entry allowed

[hillslatt]

we also need a pr on https://github.com/InteractiveAdvertisingBureau/openrtb/blob/main/extensions/community_extensions/segtax.md or adcom define segtax 8

There is a PR against AdCom to enumerate Content 3.1 as 9 (Ad Product 2.0 is 8)

[hillslatt]

This continues one of the largest problems in openrtb, that cat, pagecat, bcats etc can only have one taxonomy. There is no upgrade path when a new taxonomy is released and you will be stuck on whatever the initial taxonomy is forever. Supply will never be able to stop sending the first taxonomy for fear of being misunderstood by non-adopters of the new taxonomy. Demand will never release support for a new taxonomy for lack of supply adoption.

This was solved in site.content.data and user.data like this: https://github.com/InteractiveAdvertisingBureau/openrtb/blob/main/extensions/community_extensions/segtax.md#example and i think we should repeat that pattern for genres.

"site": { 
  "content": {
    "data": [
      {
	"name": "a-data-provider.com",
	"ext": {
	  "segtax": 8,
          "taxtype": 'genre'
	},
	"segment": [
	  { "id": "1001" },
	  { "id": "1002" }
	]
      }
    }
  }
}

Fair enough, but I don't love using site.content.data. Would you be open to making gtax and genre elements of an object to pass multiple taxos as needed? We could potentially tackle doing the same for site/app.cattax for bcat and cat next year if it works.

[mike-chowla]

I 100% agree with @patmmccann that we should not repeat the mistakes of the past and create a spec that only allows one taxonomy to be sent in a request. As an industry, we are stuck using IAB 1.0 taxonomy with cat, pagecat, bcats because there's no feasible migration path when it's not possible to send fields using both the old and new versions in a bid request.

[edandrea1]

Is there any proposed language to deal with genre and genres being passed in the same bid request? I'm assuming genre will be listed as deprecated at some point, but should it be explicitly stated the genres takes precedence if both are included? It's an edge case but I'd like to have clear guidance on how to handle this.