The Prebid Addressability Framework (PAF) is a set of technical standards, UX requirements, and mandatory contractual terms designed to improve addressable advertising across the open internet.
This directory contains technical specifications for a minimum viable product (MVP).
flowchart LR
O(PAF Operator)
Participant("Participant website")
Participant -->|set User Id & Preferences| O
O -->|read User Id & Preferences| Participant
Participant -- send Transmission Request --> SSP
SSP -- send Transmission Request --> DSP
DSP -- send Transmission Response --> SSP
SSP -- send Transmission Response --> Participant
click SSP href "#ssp-supply-side-platform" "SSP"
click DSP href "#dsp-demand-side-platform" "DSP"
PAF supports the following features:
- User Id and Preferences management, based on mandatory user consent
- an Audit Log, listing all entities that have been involved in an ad display
To deliver these features, PAF integrates in the existing digital marketing landscape and introduces a new actor: the Operator.
Framework-specific terms, with first letters in uppercase, are defined in this glossary.
Audit Log means a log identifying all participants (Publisher, SSP, DSP) part of a chain leading to an ad display.
PAF is short for Prebid Addressability Framework
Operator means the entity responsible for creating, updating, deleting and controlling access to the User Id and Preferences.
Root Party means the entity initiating the originating Transmission in a particular chain of Transmissions.
Transmission Request and Transmission Response are signed statements that must be attached to the communication of User Id and Preferences between two entities (typically done through bid requests and bid responses).
Transmission Result means the final statement of a Transmissions that is used in an Audit Log
User Id and Preferences means a set of user pseudonymous identifiers and preferences managed within the Prebid Addressability Framework.
Vendor means an entity, different from the Publisher, participating to the generation of an ad display.
The Prebid Addressability Framework supports:
- User Id and Preferences management
- extension of ad auction mechanisms with signed Transmissions
- display of an Audit Log to the user upon request
The User Id and Preferences management involves:
- The Operator
- The advertiser or publisher web site
See workflows, operator-api.md, and paf-client-node.md.
Prebid Addressability Framework integration with an ad auction involves:
- The seller site
- SSP and DSP
See ad-auction.
Audit Log display involves:
- The seller site
See audit-log-design.md and audit-log-requirements.md.
- Seeds, Transmissions Requests, Transmissions Responses, User Id and Preferences, and all messages sent to or from the Operator must be signed: security-signatures.md
- Audit log design: audit-log-design.md
| Document | Description |
|---|---|
| security-signatures.md | General introduction on signatures and signature verification |
| audit-log-requirements.md | Functional requirements related to the Audit Log and the Transmissions. |
| audit-log-design.md | Design the technical solution for the Audit Log. |
| ad-auction | Details PAF integration in an ad auction. |
| dsp-implementation.md | Data exchange specification, from the point of view of a DSP implementer. |
| operator-api.md | Operator API specification |
| operator-design.md | Design of the generation of PAF Data. |
| operator-design-alternative-swan.md | Summary of the SWAN solution for generating PAF Data. |
| operator-requirements.md | Requirements for the generation of the PAF Data. |
| paf-client-node.md | Website integration: frontend library, PAF client node, operator backend |
| model/ | Data and messages model |
| json-schemas/ | Data and messages model in JSON schema format |
assets/ model-updater/ partials/ partials-updater/ |
Technical dependencies, please ignore |