ProgrammaticCouncil

TechnicalSpecificationsCommittee

DOOHProgrammaticProtocols

April10,2017

v0.9.1(postDSPFeedback)

TheDPAACreativeSpecificationswereauthoredbyProhaskaConsultingwithsupportfromDPAAanditsTechnicalSpecificationsCommittee

TableofContents

Introduction...........................................................................................................................3Mission:...........................................................................................................................................3WorkingCommittee:........................................................................................................................3Theneedforstandards:...................................................................................................................4Existingmethodology:......................................................................................................................4Place-basedspecificparameters:......................................................................................................4Processflow:....................................................................................................................................6

DPAAProgrammaticSpecs:....................................................................................................6

DPAADOOHExtensions:........................................................................................................7ObjectBidRequest(3.2.1).................................................................................................................7ObjectImp(3.2.2)............................................................................................................................8ObjectBanner(3.2.3).......................................................................................................................9ObjectVideo(3.2.4).......................................................................................................................10ObjectAudio(3.2.5).......................................................................................................................11ObjectNative(3.2.6)......................................................................................................................11ObjectFormat(3.2.7).....................................................................................................................11ObjectSite(3.2.8)...........................................................................................................................11ObjectApp(3.2.9)..........................................................................................................................11ObjectPublisher(3.2.10)................................................................................................................12ObjectContent(3.2.11)..................................................................................................................12ObjectProducer(3.2.12)................................................................................................................12ObjectDevice(3.2.13)....................................................................................................................12ObjectGeo(3.2.14)........................................................................................................................13ObjectUser(3.2.15).......................................................................................................................14ObjectData(3.2.16).......................................................................................................................14ObjectSegment(3.2.17).................................................................................................................15ObjectReqs(3.2.18).......................................................................................................................15ObjectPMP(3.2.19).......................................................................................................................15ObjectDeal(3.2.20)........................................................................................................................15

BidWin&ExecutionResponse:.............................................................................................16Generalparameters:......................................................................................................................16

AboutUs...............................................................................................................................17AbouttheDPAA:............................................................................................................................17AboutProhaskaConsulting............................................................................................................17

AppendixA:DeviceVenue....................................................................................................18

AppendixB:AgeRanges.......................................................................................................20

AppendixC:HHIRanges.......................................................................................................21

Introduction

Mission:TheTechnicalSpecificationscommitteewascreatedtodevelopstandardswithintheplace-basedadvertisingecosystemtoenableprogrammaticadbuyingatscale.ThisincludesworkingwithSupply-SidePlatforms(SSP)andDemand-SidePlatforms(DSPs)toimplementthestandardsenablingsellersandbuyerstotransactprogrammaticallyondigitalplace-basedinventory.WorkingCommittee:ThiscommitteerepresentstheinterestsofallDPAAmembersandtheDOOHadvertisingcommunity.Thiscommitteewascreatedwithacross-sectionofcompaniestoberepresentativeofDPAAmembers,externalplatformpartners,andfacilitatedbyProhaskaConsultingonbehalfoftheDPAA.

DPAAMemberCompanies:MediaCompanies

DPAAMemberCompanies:SSP&Platforms

Supply-SidePlatforms

Demand-SidePlatforms

10Ave AyudaMediaSystems Rubicon Adobe(TubeMogul)

AdSpaceMallNetworks Broadsign AppNexusCaptivate DOmedia Centro

ChristieDigital VistarMedia Google

(DoubleClickBidManager)

ClearChannelOutdoor VideologyGasStationTV Intersection

PattisonOnestop Quividi rVue

ScreenvisionMedia SitoMobile Verifone

ZoomMedia/ClubCom

Theneedforstandards:Thesestandardsarebeingdevelopedtoprovideaframeworkfortheplatformstopassnecessarydatapoints.Today,programmaticisacriticalaspectofdisplayadvertising,butitdoesnotfullycapturetheuniquecharacteristicsofplace-basedadvertisers.Thesestandardswillworkalongsideexistingprotocolstoaddressthespecificneedsofplace-basedmediacompaniesaswellasadvertisersbuyingplace-basedinventory.Thesestandardswillbringtotheplace-basedindustrythebenefitsofautomatedbuying.Thesemethodologiesbringbuyingefficiencyvstheexistingmanualstepsrequiredinworkingwitheachmediacompanydirectly.ThesespecificationsaremeanttoaccountforthevariousprogrammaticopportunitiesfromOpenExchangeRTBtoProgrammaticGuaranteed.Existingmethodology:Whiletheneedsfordigitalplace-basedadvertisingisunique,thesespecswillleverage(build-upon)existingprotocols.Asotherstandardsarealreadyinplacecoveringthebasicprotocols,thesespecificationswilladdresstheuniqueneedsforplace-based.ThefoundationforthesespecsintheOpenRTB2.5protocols.Place-basedspecificparameters:Therearemanyuniqueelementsapplicabletodigitalplace-basedadvertisingthatneedtoaddressedwithintheprogrammaticprotocols.Theseinclude:

• Impressions:

o One-to-many:Theaudience(impressionsdelivered)forplace-basedadvertisingwillgenerallydeliverymorethanoneimpression(one-to-many)vstheone-to-oneimpressiondeliveryoftraditionalprogrammatic.However,insomeinstancesthisvaluemaybelessthan1whenaudiencereportingidentifiesasmallaudienceoveranextendedperiodoftime(ex.Auditedmeasurementidentifies30viewers/hour(60views).Assucheachviewwouldgenerate.5impressions).

o Decimalvalue:Thebasisfortheactualnumberofviewersisbasedonauditedstatisticsprovidedbyanalyticsvendors(i.e.GeoPath,Nielsen)whichareproducedbasedonweekly,monthly,orquarterlysummaries.Assuch,foreachaddisplayacalculationisleveragedwhichcouldresultinfractional(non-integer)viewernumbers.Theproposedapproachistousedecimalvaluestoensureaccuracy(inaudiencedeliveryandrevenue).TheexpectationisthattheDSP

platformscanacceptthefractionalvaluesandthenultimatelypresentthetotalsasroundedintegervalues.

o Delivery:Adeliveryofanadcreativeisthesaleableitem.Typically,thiswouldbetheimpression.However,inthiscase,thisdeliverycanbeviewedbymultipleviewers.Assuch,theimpressioncountswillbeadjustedtoaccountfortheexpectedaudience(Ex.1deliverywasviewedby9people;therefore,9impressionsshouldberecorded).ThisisaverydifferentconsiderationtotheexistingOpenRTBprocess.

o Creativemanagement:Therearemanyuniqueconsiderationstiedtocreatives.

§ Specs:Duetoinfrastructureandbandwidthaccessconsiderationsthere

areuniqueformatsandencodingstandardsthatneedtobemanagedagainst.

§ Deliverytiming:Often,creativesneedtobedeliveredtotheplatforminadvanceoftheactualdelivery.Assuch,thistransactionmaynotalwaysbereal-time,butinsteada“delayed”delivery.Typically,deliverylatencywillbethirtyminstotwohours,thoughitcanadditionallyrequireanovernightprocess.

§ Creativeencodingoradjustments:CreativeswillbereceivedbytheSSP

platformandconvertedtothenecessaryformatsfordeliverytoallplatform’spublishercustomers.Assuch,real-timedeliverywillnotoccur.Thisneedstobedoneonceforeverynewcreative.Assuch,theinitialcreativedeliverywillbeskipped(toenableconversion)andsubsequentplayswillbedelivered.Note:campaignscanstillbetraffickedwith1ormorecreatives.

• Videopixels:Videoistraditionallytrackedwithquartilepixelstoverifystartthrough

completion.Inplace-basedadvertising,thesevaluesarealways100%.

• Demographics:Theaudienceisacollectionofusers,notapre-defineduser.Assuch,additionaldataelementsneedtobesharedforaccuracy.

• Real-time:Asthereareuniquecreativerequirementsthetransactionwillnotbereal-

time,butinsteadintroducesomelatency(afewminstoafewhours)inthedeliveryfromtheoriginalbidtime.

• Pricing:PricingwillbebasedonCPM(costperthousandimpressions).Eachbidrequest

willfollowthe“One-to-manyimpressions”value.Theimpressionvaluewilltypicallybegreaterthan1.

Processflow:

Note:asthecreativeispre-fetched,theinitialselectionofanadwherethecreativehasnotbeenprocessedwillbeskippedfromdisplay(pendingencodinganddeliverytotheplatform).Subsequentimpressionrequestswillbeeligiblefordelivery(postencoding).AseparateplatformlevelcreativecachingintegrationbetweenanSSPandDSPcansignificantlyimprovethisprocess.

DPAAProgrammaticSpecs:Thesedigitalplace-basedprogrammaticspecsareextensionsbuildupontheIAB’sOpenRTBAPISpecificationsv2.4(Jan2016).ThesestandardsarethebasisforexistingconnectionsthatDPAAmembercompanieshavewithbuyingplatforms.Thesestandardsdonotadequatelysupporttheuniquerequirementsfordigitalplace-basedadvertising.TheOpenRTBframeworkenablescustomextensionstobecreatedtoaccountforvariations.Theuniqueplace-basedcriteriacanbeincludedwithinthesenewlydevelopedDPAAextensions.

Advertiser MediaCompanyATD/DSP Exchange SSP

CreativeEncoding

ProgrammaticProcessFlowforDigitalPlaced-BasedInventory

BidResponse

Pre-fetch fordelivery

1Request represents 1ormoreviewers

Legend:

3rd PartyAnaltyics

BidRequest

Basisforaudience(impressionmultiplier)

DPAADOOHExtensions:ObjectBidRequest(3.2.1)TheBidRequestcontainsallthebasicstiedtotheimpressionrequests.Theattributeswillbeusedasfollows:

Attribute Status Notesid Required imp Required site Willnotbeused app Required device Required user Willnotbeused test Optional at Required tmax Required Maximumtimeinmilliseconds.1

second(tmax=1000)willbethedefaultvalue,vsthetypical120.

wseat Optional allimps Optional cur Optional bcat Optional badv Optional bapp Optional regs Optional

Modifiersareneededtoaccountforlatency(delayedaddelivery).Extension:DOOH

Attribute Description Type Statusdisplaytime Expectedtimeinepochseconds

UTCtheadwillbeshown.Thisisanestimateddisplaytimeusedforday&timetargeting.

Int64 Required

ObjectImp(3.2.2)TheObjectImpwillbeutilizedasfollows:

Attribute Statusid RequiredBanner RequiredVideo OptionalAudio WillnotbeusedNative WillnotbeusedPmp OptionalDisplaymanager OptionalDisplaymanagerver Optionalinstl Requiredtagid OptionalBidfloor OptionalBidfloorcur OptionalClickbrowser OptionalSecure OptionalIframebuster Optionalexp Optional

TheImpressionobjectwillneedtoaccountfortheupdatedimpressionvalueastheactualsviewersaretypicallygoingtobegreaterthan1impression.Extension:DOOH

Attribute Description Type Statusimpmultiply Adjustmenttorepresentthenumberof

expectedviewers(deliveredimps)expectedtoseethead.Note:thesourceofthisvalueisdeclaredin3.2.16

Float(value>=0)

Required

• Note:ImpMultiplyisproposedasanon-integervaluetoreflecttheaccuracyoftheavailabledataandtheassociatedpricingassociatedwiththedelivery.TheassumptionisthattheDSPswillaggregatetherealnumbers(non-integer)valuestoultimatelypresenttheaggregateddeliverytotalsasintegerbasedvalues.

ObjectBanner(3.2.3)Thisobjectwillbeusedforimageandforvideoexecutions.

Attribute Statusw Requiredh Requiredformat Optionalid Optionalbtype Optionalbattr Optionalpos Requiredmimes Optionaltopframe Requiredexpdir Willnotbeusedapi Optional

Whilethecreativesizeswillaccountfortheuniquespecsthetextbasedresolutionwillneedtobeclarified.Extension:DOOH

Attribute Description Type Statusdpi Thisidentifiesifthereisaminimum

DPIforanytext-basedelementsofthecreativetoensureitisclearlylegibleandclearonthedisplay.

Integer Required

exposetime Thisidentifiestheexposuretimeperviewthatthecreativewillbedisplayedbeforerefreshingtothenextcreative.Valuewillberepresentedinseconds

Integer Required

width Thisidentifiestheactualphysicaldimensionwidth(inches)oftheadcreative’sdisplaysizemeasuredininches.Asthedefinedpixelsizesidentifythestandards,dependenciesandconsiderationsmayvarybasedonwhetherthedisplaywillbeonatabletsizedscreenvspostersvsbillboards

Integer Required

height Thisidentifiestheactualphysicaldimensionlength(inches)oftheadcreative’sdisplaysizemeasuredin

Integer Required

inches.Asthedefinedpixelsizesidentifythestandards,dependenciesandconsiderationsmayvarybasedonwhetherthedisplaywillbeonatabletsizedscreenvspostersvsbillboards

ObjectVideo(3.2.4)ThisobjectwillonlybeusedformediaconsolesacceptingtheVASTprotocol.Animatedgifs(noaudio“video”)willdeliverasabanner(3.2.3).Theobjectwillbeutilizedasfollows:

Attribute Statusmimes Requiredminduration Requiredmaxduration Requiredprotocols Recommendedprotocol Optionalw Optionalh Requiredstartdelay Optionallinearity Requiredskip Willnotbeusedskipmin Willnotbeusedskipafter Willnotbeusedsequence Optionalbattr Optionalmaxentended Value=0minbitrate Optionalmaxbitrate Optionalboxingallowed Optionalplaybackmethod Requireddelivery Optionalpos Recommendedcompanionad Willnotbeusedapi Optionalcompaniontype Willnotbeused

ObjectAudio(3.2.5)Thisobjectwillnotbeusedasthisisnotadeliveryformatutilized.ObjectNative(3.2.6)Thisobjectwillnotbeusedutilized.ObjectFormat(3.2.7)Thisobjectisnotexpectedtobeused.ObjectSite(3.2.8)Thisobjectwillnotbeutilized.ThecontentwillbeidentifiedasApps(3.2.29)asopposedtoSites.ObjectApp(3.2.9)TheAppnamewillbeused(vsSite(3.2.8))asthisisanon-websiteenvironment.

Attribute Statusid Optionalname Requiredbundle Willnotbeuseddomain Optionalstoreurl WillnotbeusedCat Recommendedsectioncat Willnotbeusedpagecat Willnotbeusedver Willnotbeusedprivacypolicy Optionalpaid Willnotbeusedpublisher Requiredcontent Optionalkeywords Optional

ObjectPublisher(3.2.10)Thisidentifiesthemediacompanysellingtheopportunityandwillbeusedtoidentifytheprovider(mediacompany).

Attribute Statusid RequiredName RequiredCat RequiredDomain Recommended

ObjectContent(3.2.11)Thissectionisnotexpectedtobeutilized.ObjectProducer(3.2.12)Thissectionisnotexpectedtobeutilized.ObjectDevice(3.2.13)Thedeviceattributesneedtobeappendedwiththedevicevenuetoaccuratelyidentifytheopportunity.

Attribute Statusua Recommendedgeo Requireddnt Willnotbeusedlmt Willnotbeusedip Recommendedipv6 Recommendeddevicetype Recommendedmake Optionalmodel Optionalos Optionalosv Optionalhwv Optionalh Optional

w Optionalppi Optionalpxratio Optionaljs Optionalgeofetch Optionalflashver Optionallanguage Optionalcarrier Optionalconnectiontype Optionalifa Optionaldidshal1 Optionaldidmd5 Optionaldpidshal Optionaldpidmd5 Optionalmacshal Optionalmacmd5 Optional

Extension:DOOH

Attribute Description Type Statusdevicevenue Thisidentifiesthevenueofthe

console.Integer Required.

(SeeAppendixAforvalidvalues)

ObjectGeo(3.2.14)Thisobjectwillbeused

Attribute Status Notes:Lat Required Lon Required Type Required Use“MobileLocationServices”Accuracy Recommended Lastfix Optional Ipservice Optional Country Recommended Region Recommended Regionfips104 Optional Metro Recommended City Recommended Zip Recommended Utcoffset Recommended

Extension:DOOH

Attribute Description Type Statuspositiontype Descriptoridentifyingwhetherthe

mediaconsoleisinafixedposition(ex.billboard,elevator,mall)vsaconsolethatmightmove(ex.Ferry,taxi)

Integer Required0=fixed,1=move

ObjectUser(3.2.15)Whileuserattributes(vieweraudienceintheDPBcontext)iscritical,itisnotuserIDspecific.Assuch,theadditionalaudienceattributeswillbeaddedin3.2.16(Data).ObjectData(3.2.16)TheDataobjectisintendedtocaptureadditionalinformationabouttheuser.WithintheDOOHenvironment,thefieldswillrevealattributesabouttheexpectedviewers,notjustanindividualuser.Datarecordsmaycomefromoneormoresourcesandeachsourcewillbeprovideduniquely.Note:

ThepassingofdatarecordscouldalsobesolvedviaaDealIDrelationshipasitsometimesdoneintraditionaldigitalbuying.ThiswouldentailsettingupDealIDsforauniqueaudienceprofileandestablishingthatacceptedparameterbetweenSSPsandDSPs.Seesection3.2.20(Deal)

Extension:DOOH

Attribute Description Type Statusdataprovider Thisidentifiesthesourceofthe

audiencerelateddataInteger Required

(0=GeoPath,1=Nielsen,2=Quividi,3=Publisherresearch,4=Other)

agerange Thisidentifiesthepre-definedageranges

Integer Optional(SeeAppendixBforvalues)

agerangepercent Thisidentifiesthepercentageofthegivenagerangebandtotheoverallaudienceenablingbuyerstodeterminepercentageofcompositionoftheaudience.

Integer Optional

hhirange Thisidentifiesthepre-definedhouseholdincomeranges

Integer Optional(SeeAppendixCforvalues)

hhipercent Thisidentifiesthepercentageofthegivenhouseholdincomerangetotheoverallaudienceenablingbuyerstodeterminepercentageofcompositionoftheaudience.

Integer Optional

ObjectSegment(3.2.17)Thisobjectisnotexpectedtobeutilized.ObjectReqs(3.2.18)Thisobjectisnotexpectedtobeutilized.ObjectPMP(3.2.19)Thissectioncanbeutilizedasspecified.ObjectDeal(3.2.20)Thissectioncanbeutilizedasspecified.Optionally,thissectionmayalsobeutilizedtoaccommodatedataattributes(seeData3.2.16).TheapplicationwithinDealIDwouldnotaccountforsendingoveralldemographicdatabutinsteadaligningtoakeyaudiencesegmentdesiredandwherethataudiencecharacteristicmakesupthemajority(negotiatedw/thebuyer)oftheaudience.

BidWin&ExecutionResponse:Generalparameters:Thewinnotificationwillincludeparameterstoidentifyiftheplacementwaswonanddeliveryconfirmation.Theresponsenotificationswillbefinalizeduponlivetestingofplatformintegrations.

• WinNotification:Awinnotificationwillbesendunderselection.Thiswillbeinadvanceofactualdelivery.

• Impressionservednotification:Theimpressionservednotificationwillbesenthighlighting1)thetimeofdeliveryand2)theimpressionmultiplierforaccurateDSPloggingofthedelivery.

• Videoplayback:PixelswillbefiredforViewabilitymeasurementsatthequartile(25%,50%,75%,100%)points.

• BURL:(BillingURL)impressionservednotificationtobeusedasthebilling&deliverynotification.

AboutUsAbouttheDPAA:TheDigitalPlaceBasedAdvertisingAssociation(DPAA)leadstheDigitalPlaceBasedandDigitalOutofHome(DOOH)industryasmarketingtoconsumersoutsidethehomeisexperiencingaggressivegrowthversusadvertisinginsidethehome,whichiscontinuingitsfragmenteddecline.TheDOOHgrowthisduetosocietalshiftswherepeoplearespendingmoretimeoutandaboutinurbanareas.Additionally,theproliferationofdigitalscreensoutsidethehomewiththeirad-friendlycapabilities,coupledwiththefragmentationofadopportunitiesinsidethehome,pavesthewayforthiscontinuedascensionofmediaspendtoDPAAmembers.Theimportantandwideuseofmobileandlocationdatahasfurtherempoweredthesescreenstobecomepowerfultargetingmechanismsofferingupnewmeansofaddressabilityandattribution.DPAAfosterscollaborationbetweenadvertisers,agencies,ad-tech,mobilecompanies,locationdata,software,hardwareandotherswhileprovidingguidelines,standards,bestpracticesandindustry-wideresearchallpromotingtheeffectivenessofdigitalplacebasedadvertising.

205East42ndStreet,20thFl.NewYork,NY10017Telephone:212-371-8961www.DP-AA.org

AboutProhaskaConsultingProhaskaConsultingsolvesdigitalcomplexityinthemediaandmarketingecosystemtogrowclients’revenue.Itsadviceandtrainingonprocessesandpractices,technologiesandtoolsenableclientsaroundtheworldtosucceedastheynavigateincreasinglysophisticatedsystems,everlargerdatasetsandrisingconsumerandcustomerexpectations.

99MadisonAvenue,5thFloorNewYork,NY10016917-576-9794www.ProhaskaConsulting.com

AppendixA:DeviceVenueName IDAIRBORNE 1AIRPORTS 2AIRPORTS_BAGGAGE_CLAIM 3AIRPORTS_IN_TERMINAL 4AIRPORTS_LOUNGES 5ATMS 6BACKLIGHTS 7BARS 8BENCHES 9BIKE_RACKS 10BULLETINS 11BUSES 12CAFES 13CASUAL_DINING_RESTAURANTS 14CHILD_CARE 15CINEMA 16CITY_INFORMATION_PANELS 17CONVENIENCE_STORES 18DEDICATED_WILD_POSTING 19DOCTORS_OFFICES 20DOCTORS_OFFICES_OBSTETRICS 21DOCTORS_OFFICES_PEDIATRICS 22FAMILY_ENTERTAINMENT 23FERRIES 24FINANCIAL_SERVICES 25GAS_STATIONS 26GOLF_COURSES 27GYMS 28HOSPITALS 29HOTELS 30JUNIOR_POSTERS 31KIOSKS 32MALLS 33MALLS_FOOD_COURTS 34MARINE 35

MOBILE_BILLBOARDS 36MOVIE_THEATER_LOBBIES 37NEWSSTANDS 38OFFICE_BUILDINGS 39PHONE_KIOSKS 40POSTERS 41QSR 42RAIL 43RECEPTACLES 44RESORTS_LEISURE 45RETAIL 46SALONS 47SHELTERS 48SPORTS_ARENAS 49SUBWAY 50TAXIS_WRAPPED_VEHICLES 51TRUCKSIDE 52UNIVERSITIES 53URBAN_PANELS 54VETERINARIAN_OFFICES 55WALLS_SPECTACULARS 56OTHER 57

AppendixB:AgeRanges

ID# Gender AgeRange1 Female All2 Female 15-173 Female 18-244 Female 25-345 Female 35-446 Female 45-497 Female 50-548 Female 55-649 Female 65+10 Male All11 Male 15-1712 Male 18-2413 Male 25-3414 Male 35-4415 Male 45-4916 Male 50-5417 Male 55-6418 Male 65+19 Persons 15-1720 Persons 18-2421 Persons 25-3422 Persons 35-4423 Persons 45-4924 Persons 50-5425 Persons 55-6426 Persons 65+

AppendixC:HHIRanges

ID# HHIRange1 0-$24,9992 $25,000-$39,9993 $40,000-$59,9994 $60,000-$74,9995 $75,000-$99,9996 $100,000+