First Party Data - Prebid.js

Prebid allows publishers to supply attributes related to their content and users, and to apply permissions so only certain bidders are allowed to access those attributes.

These conventions aren’t implemented by all adapters. Please check with each of your bidders to make sure they’re reading first party data from the standard Prebid locations.

This document covers the method of specifying First Party Data as of Prebid.js 4.30, which we recommend all publishers use. In previous versions of Prebid.js, the interface was to set fpd values. We now use the more generic ortb2 interface, which can be used for more than just First Party Data.

How It Works

Publishers supply First Party Data (FPD) by specifying attributes as configuration or on a Prebid.js AdUnit:

  • Global site or user data that applies to all AdUnits, bidders, and auctions. Use setConfig()
  • Auction-specific site or user data that applies to all AdUnits and bidders in that auction. Use the ortb2 parameter of requestBids()
  • AdUnit-specific data that applies to all bidders and auctions. Define AdUnit.ortb2Imp
  • Bidder-specific site or user data that applies to all AdUnits and auctions. Use setBidderConfig()

In-Page Examples

The Prebid First Party Data JSON structure reflects the OpenRTB standard.

  • Arbitrary attributes should go in ortb2.site.ext.data or ortb2.user.data.
  • Fields that are meant to be standard OpenRTB 2.5 should be in ortb2.site or ortb2.user. Specfically, the standard values for ‘site’ are: name, domain, cat, sectioncat, pagecat, page, ref, search, keywords. For ‘user’ these are: yob, gender, keywords.
  • Segment taxonomy values go in ortb2.site.content.data or ortb2.user.data using the IAB standard representation.

Supplying Global Data

Here’s how a publisher can let all bid adapters have access to first party data that might be useful in ad targeting that’s good in PBJS 4.30 and later:

pbjs.setConfig({
   ortb2: {
       site: {
           name: "example",
           domain: "page.example.com",
           cat: ["IAB2"],
           sectioncat: ["IAB2-2"],
           pagecat: ["IAB2-2"],
           page: "https://page.example.com/here.html",
           ref: "https://ref.example.com",
           keywords: "power tools, drills",
           search: "drill",
           content: {
		userrating: "4",
		data: [{
          	    name: "www.dataprovider1.com",
          	    ext: {
		        segtax: 7,
			cids: [ "iris_c73g5jq96mwso4d8" ]
		    },
		    segment: [
            		{ id: "687" },
            		{ id: "123" }
		    ]
                }]
	   },
	   ext: {
               data: {   // fields that aren't part of openrtb 2.5
                   pageType: "article",
                   category: "repair"
               }
	   }
        },
        user: {
           yob: 1985,
           gender: "m",
           keywords: "a,b",
	   data: [{
	       name: "dataprovider.com",
	       ext: { segtax: 4 },
               segment: [
		  { id: "1" }
               ]
	   }],
	   ext: {
               data: {
                  registered: true,
                  interests: ["cars"]
	       }
           }
        }
    }
});

Note that supplying first party user data may require special consent in certain regions. Prebid.js does not police the passing of user data as part of its GDPR or CCPA modules.

If you’re using PBJS version 4.29 or before, replace the following in the example above: ‘ortb’ with ‘fpd’, ‘site’ with ‘context’ and ‘site.ext.data’ with ‘context.data’.

Supplying Auction-Specific Data

In some situations the same page may wish to supply different site data for some of its sections, for example in infinite scroll or instream video scenarios where multiple pieces of content that would benefit from different contexts are served together.

To support this use case, Prebid version 7 and above accepts auction-specific first-party data as a parameter to requestBids. For example:

pbjs.requestBids({
    ortb2: {
        site: {
            content: {
                data: [{
                    name: 'www.iris.com',
                    ext: {
                        segtax: 500,
                        cids: ['iris_c73g5jq96mwso4d8']
                    },
                    segment: [
                        {id: '687'},
                        {id: '123'}
                    ]
                }]
            }
        }
    }
});

Supplying AdUnit-Specific Data

If an attribute is specific to an AdUnit, it can be passed this way:

pbjs.addAdUnits({
    code: "test-div",
    mediaTypes: {
        banner: {
            sizes: [[300,250]]
        }
    },
    ortb2Imp: {
        ext: {
	        data: {
                pbadslot: "homepage-top-rect",
                adUnitSpecificAttribute: "123"
            }
        }
    },
    ...
});

You may also specify adUnit-specific transaction IDs using ortb2Imp.ext.tid, and Prebid will use them instead of generating random new ones. This is useful if you are auctioning the same slots through multiple header bidding libraries. Note: you must take care to not re-use the same transaction IDs across different ad units or auctions. Here’s a simplified example passing a tid through the requestBids function:

const tid = crypto.randomUUID();
pbjs.requestBids({
   adUnits: [{
    code: 'test-div',
    // ...
    ortb2Imp: {
        ext: {
          tid: tid
        }
    }
   }]
});
// reuse `tid` when auctioning `test-div` through some other header bidding wrapper   

Prebid does not support AdUnit-specific user data, nor does it support bidder-specific AdUnit First Party Data. You could implement either of these scenarios with a publisher-specific callback on the requestBids event

If you’re using PBJS version 4.29 or before, replace the following in the example above: ‘ortb2Imp.ext.data’ with ‘fpd.context.data’.

Supplying Bidder-Specific Data

Use the setBidderConfig() function to supply bidder-specific data. In this example, only bidderA and bidderB will get access to the supplied global data.

pbjs.setBidderConfig({
   bidders: ['bidderA', 'bidderB'],
   config: {
       ortb2: {
           site: {
               ext: {
                   data: {
                      pageType: "article",
                      category: "tools"
                   }
               }
            },
            user: {
               ext: {
                   data: {
                      registered: true,
                      interests: ["cars"]
                   }
               }
           }
       }
   }
});

pbjs.setBidderConfig({ // different bidders can receive different data
   bidders: ['bidderC'],
   config: {
     ortb2: { ... }
   }
});

Supplying App Content Data

Occasionally, an app which embeds a webview might run Prebid.js. In this case, the app object is often specified for OpenRTB, and the site object would be invalid. When this happens, one should specify app.content.data in place of site.content.data.

pbjs.setConfig({
  ortb2: {
    app: {
      name: "myappname",
      keywords: "power tools, drills",
      content: {
        data: [
          {
            name: "www.dataprovider1.com",
            ext: {
              segtax: 6
            },
            segment: [
              {
                id: "687"
              },
              {
                id: "123"
              }
            ]
          },
          {
            name: "www.dataprovider1.com",
            ext: {
              segtax: 7
            },
            segment: [
              {
                id: "456"
              },
              {
                id: "789"
              }
            ]
          }
        ]
     }
    }
  }
)

Supplying OpenRTB Content Data

OpenRTB content object describes specific (mostly audio/video) content information, and it is useful for targeting. For website ad, the content object should be defined in ortb2.site.content, for non-browser ad, it should be defined in ortb2.app.content

pbjs.setConfig({
    ortb2: {
        site: {
            content: {
                id: "some_id",
                episode: "1",
                title: "some title",
                series: "some series",
                season: "s1",
                artist: "John Doe",
                genre: "some genre",
                isrc: "CC-XXX-YY-NNNNN",
                url: "http://foo_url.de",
                cat: ["IAB1-1", "IAB1-2", "IAB2-10"],
                context: "7",
                keywords: "k1,k2",
                live: "0"
            }
        }
    }
});

Segments and Taxonomy

The IAB offers standard content and audience taxonomies for categorizing sites and users. Prebid supports defining these values as first party data in site.content.data or user.data as shown in the examples above.

Segment support is still under development. You can follow the Prebid.js discussion if you’d like.

        user: {
	   data: [{
	       name: "dataprovider.com", // who resolved the segments
	       ext: { segtax: 4 },       // taxonomy used to encode the segments
               segment: [
		  { id: "1" }
               ]
	   }],

The new extension is segtax, which identifies the specific taxonomy used to determine the provided segments. This model supports using taxonomies other than IAB taxonomies, but all taxonomies must be registered with the IAB to be assigned a number. Once the IAB finalizes the process, we’ll place a link here to their page. For now, here’s the beta table defining the segtax values:

Segtax ID Taxonomy Type Version Description
1 Content 1.x IAB - Content Taxonomy version 1
2 Content 2.x IAB - Content Taxonomy version 2
4 Audience 1.1 IAB - Audience Taxonomy version 1.1

The IAB version of this table is associated with ADCOM. Publishers should check with their SSPs and DSPs to confirm which segment taxonomies they support.

How Bid Adapters Should Read First Party Data

Prebid.js bid adapters are supplied global data in the ortb2 property of bid requests:

buildRequests: function(validBidRequests, bidderRequest) {
   const firstPartyData = bidderRequest.ortb2;
}

AdUnit-specific values must be parsed out of the AdUnit object.

The assumption is that bid adapters will copy the values to the appropriate protocol location for their endpoint.

See Prebid Server First Party Data for a discussion of this feature for Prebid Server bid adapters.