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Internet Engineering Task Force (IETF)                           J. WoldRequest for Comments: 8107            Advertising Digital IdentificationCategory: Informational                                       March 2017ISSN: 2070-1721Advertising Digital Identifier (Ad-ID)URN Namespace DefinitionAbstract   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; seeSection 2 of RFC 7841.   Information about the current status of this document, any errata,   and how to provide feedback on it may be obtained athttp://www.rfc-editor.org/info/rfc8107.Copyright Notice   Copyright (c) 2017 IETF Trust and the persons identified as the   document authors.  All rights reserved.   This document is subject toBCP 78 and the IETF Trust's Legal   Provisions Relating to IETF Documents   (http://trustee.ietf.org/license-info) in effect on the date of   publication of this document.  Please review these documents   carefully, as they describe your rights and restrictions with respect   to this document.  Code Components extracted from this document must   include Simplified BSD License text as described in Section 4.e of   the Trust Legal Provisions and are provided without warranty as   described in the Simplified BSD License.Wold                          Informational                     [Page 1]

RFC 8107             Ad-ID URN Namespace Definition           March 2017Table of Contents1.  Introduction...................................................22.  URN Namespace Definition Template..............................23.  Namespace Considerations.......................................54.  Community Considerations.......................................55.  Security Considerations........................................56.  IANA Considerations............................................57.  Normative References...........................................6Appendix A.  Additional Background Information.....................7   Author's Address...................................................71.  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.   SeeAppendix 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      2016-03-22Wold                          Informational                     [Page 2]

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.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].   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-serviceshttp://www.ad-id.org/ad-id-web-services-api-guideWold                          Informational                     [Page 4]

RFC 8107             Ad-ID URN Namespace Definition           March 2017   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.Wold                          Informational                     [Page 5]

RFC 8107             Ad-ID URN Namespace Definition           March 20177.  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.Wold                          Informational                     [Page 6]

RFC 8107             Ad-ID URN Namespace Definition           March 2017Appendix 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.orgWold                          Informational                     [Page 7]