diff --git a/modules/rubiconBidAdapter.js b/modules/rubiconBidAdapter.js
index 2981bd4f3fa..395b7a693b2 100644
--- a/modules/rubiconBidAdapter.js
+++ b/modules/rubiconBidAdapter.js
@@ -254,46 +254,7 @@ export const spec = {
         utils.deepSetValue(data, 'source.ext.schain', bidRequest.schain);
       }
 
-      const siteData = Object.assign({}, bidRequest.params.inventory, config.getConfig('fpd.context'));
-      const userData = Object.assign({}, bidRequest.params.visitor, config.getConfig('fpd.user'));
-      if (!utils.isEmpty(siteData) || !utils.isEmpty(userData)) {
-        const bidderData = {
-          bidders: [ bidderRequest.bidderCode ],
-          config: {
-            fpd: {}
-          }
-        };
-
-        if (!utils.isEmpty(siteData)) {
-          bidderData.config.fpd.site = siteData;
-        }
-
-        if (!utils.isEmpty(userData)) {
-          bidderData.config.fpd.user = userData;
-        }
-
-        utils.deepSetValue(data, 'ext.prebid.bidderconfig.0', bidderData);
-      }
-
-      /**
-       * Prebid AdSlot
-       * @type {(string|undefined)}
-       */
-      const pbAdSlot = utils.deepAccess(bidRequest, 'fpd.context.pbAdSlot');
-      if (typeof pbAdSlot === 'string' && pbAdSlot) {
-        utils.deepSetValue(data.imp[0].ext, 'context.data.pbadslot', pbAdSlot);
-      }
-
-      /**
-       * Copy GAM AdUnit and Name to imp
-       */
-      ['name', 'adSlot'].forEach(name => {
-        /** @type {(string|undefined)} */
-        const value = utils.deepAccess(bidRequest, `fpd.context.adserver.${name}`);
-        if (typeof value === 'string' && value) {
-          utils.deepSetValue(data.imp[0].ext, `context.data.adserver.${name.toLowerCase()}`, value);
-        }
-      });
+      applyFPD(bidRequest, VIDEO, data);
 
       // if storedAuctionResponse has been set, pass SRID
       if (bidRequest.storedAuctionResponse) {
@@ -547,49 +508,7 @@ export const spec = {
       data['us_privacy'] = encodeURIComponent(bidderRequest.uspConsent);
     }
 
-    // visitor properties
-    const visitorData = Object.assign({}, params.visitor, config.getConfig('fpd.user'));
-    Object.keys(visitorData).forEach((key) => {
-      if (visitorData[key] != null && key !== 'keywords') {
-        data[`tg_v.${key}`] = typeof visitorData[key] === 'object' && !Array.isArray(visitorData[key])
-          ? JSON.stringify(visitorData[key])
-          : visitorData[key].toString(); // initialize array;
-      }
-    });
-
-    // inventory properties
-    const inventoryData = Object.assign({}, params.inventory, config.getConfig('fpd.context'));
-    Object.keys(inventoryData).forEach((key) => {
-      if (inventoryData[key] != null && key !== 'keywords') {
-        data[`tg_i.${key}`] = typeof inventoryData[key] === 'object' && !Array.isArray(inventoryData[key])
-          ? JSON.stringify(inventoryData[key])
-          : inventoryData[key].toString();
-      }
-    });
-
-    // keywords
-    const keywords = (params.keywords || []).concat(
-      utils.deepAccess(config.getConfig('fpd.user'), 'keywords') || [],
-      utils.deepAccess(config.getConfig('fpd.context'), 'keywords') || []);
-    data.kw = Array.isArray(keywords) && keywords.length ? keywords.join(',') : '';
-
-    /**
-     * Prebid AdSlot
-     * @type {(string|undefined)}
-     */
-    const pbAdSlot = utils.deepAccess(bidRequest, 'fpd.context.pbAdSlot');
-    if (typeof pbAdSlot === 'string' && pbAdSlot) {
-      data['tg_i.pbadslot'] = pbAdSlot.replace(/^\/+/, '');
-    }
-
-    /**
-     * GAM Ad Unit
-     * @type {(string|undefined)}
-     */
-    const gamAdUnit = utils.deepAccess(bidRequest, 'fpd.context.adServer.adSlot');
-    if (typeof gamAdUnit === 'string' && gamAdUnit) {
-      data['tg_i.dfp_ad_unit_code'] = gamAdUnit.replace(/^\/+/, '');
-    }
+    applyFPD(bidRequest, BANNER, data);
 
     if (config.getConfig('coppa') === true) {
       data['coppa'] = 1;
@@ -949,6 +868,81 @@ function addVideoParameters(data, bidRequest) {
   data.imp[0].video.h = size[1]
 }
 
+function applyFPD(bidRequest, mediaType, data) {
+  const bidFpd = {
+    user: {...bidRequest.params.visitor},
+    context: {...bidRequest.params.inventory}
+  };
+
+  if (bidRequest.params.keywords) bidFpd.context.keywords = (utils.isArray(bidRequest.params.keywords)) ? bidRequest.params.keywords.join(',') : bidRequest.params.keywords;
+
+  let fpd = utils.mergeDeep({}, config.getConfig('fpd') || {}, bidRequest.fpd || {}, bidFpd);
+
+  const map = {user: {banner: 'tg_v.', code: 'user'}, context: {banner: 'tg_i.', code: 'site'}, adserver: 'dfp_ad_unit_code'};
+  let obj = {};
+  let impData = {};
+  let keywords = [];
+  const validate = function(prop, key) {
+    if (typeof prop === 'object' && !Array.isArray(prop)) {
+      utils.logWarn('Rubicon: Filtered FPD key: ', key, ': Expected value to be string, integer, or an array of strings/ints');
+    } else if (typeof prop !== 'undefined') {
+      return (Array.isArray(prop)) ? prop.filter(value => {
+        if (typeof value !== 'object' && typeof value !== 'undefined') return value.toString();
+
+        utils.logWarn('Rubicon: Filtered value: ', value, 'for key', key, ': Expected value to be string, integer, or an array of strings/ints');
+      }).toString() : prop.toString();
+    }
+  };
+
+  Object.keys(fpd).filter(value => fpd[value] && map[value] && typeof fpd[value] === 'object').forEach((type) => {
+    obj[map[type].code] = Object.keys(fpd[type]).filter(value => typeof fpd[type][value] !== 'undefined').reduce((result, key) => {
+      if (key === 'keywords') {
+        if (!Array.isArray(fpd[type][key]) && mediaType === BANNER) fpd[type][key] = [fpd[type][key]]
+
+        result[key] = fpd[type][key];
+
+        if (mediaType === BANNER) keywords = keywords.concat(fpd[type][key]);
+      } else if (key === 'data') {
+        utils.mergeDeep(result, {ext: {data: fpd[type][key]}});
+      } else if (key === 'adServer' || key === 'pbAdSlot') {
+        (key === 'adServer') ? ['name', 'adSlot'].forEach(name => {
+          const value = validate(fpd[type][key][name]);
+          if (value) utils.deepSetValue(impData, `adserver.${name.toLowerCase()}`, value.replace(/^\/+/, ''))
+        }) : impData[key.toLowerCase()] = fpd[type][key].replace(/^\/+/, '')
+      } else {
+        utils.mergeDeep(result, {ext: {data: {[key]: fpd[type][key]}}});
+      }
+
+      return result;
+    }, {});
+
+    if (mediaType === BANNER) {
+      let duplicate = (typeof obj[map[type].code].ext === 'object' && obj[map[type].code].ext.data) || {};
+
+      Object.keys(duplicate).forEach((key) => {
+        const val = (key === 'adserver') ? duplicate.adserver.adslot : validate(duplicate[key], key);
+
+        if (val) data[(map[key]) ? `${map[type][BANNER]}${map[key]}` : `${map[type][BANNER]}${key}`] = val;
+      });
+    }
+  });
+
+  Object.keys(impData).forEach((key) => {
+    if (mediaType === BANNER) {
+      (map[key]) ? data[`tg_i.${map[key]}`] = impData[key].adslot : data[`tg_i.${key.toLowerCase()}`] = impData[key];
+    } else {
+      utils.mergeDeep(data.imp[0], {ext: {context: {data: {[key]: impData[key]}}}});
+    }
+  });
+
+  if (mediaType === BANNER) {
+    let kw = validate(keywords, 'keywords');
+    if (kw) data.kw = kw;
+  } else {
+    utils.mergeDeep(data, obj);
+  }
+}
+
 /**
  * @param sizes
  * @returns {*}
diff --git a/test/spec/modules/rubiconBidAdapter_spec.js b/test/spec/modules/rubiconBidAdapter_spec.js
index 6944034a787..8c25d97dada 100644
--- a/test/spec/modules/rubiconBidAdapter_spec.js
+++ b/test/spec/modules/rubiconBidAdapter_spec.js
@@ -826,16 +826,22 @@ describe('the rubicon adapter', function () {
             });
           });
 
-          it('should use first party data from getConfig over the bid params, if present', () => {
+          it('should merge first party data from getConfig with the bid params, if present', () => {
             const context = {
-              keywords: ['e', 'f'],
-              rating: '4-star'
+              keywords: 'e,f',
+              rating: '4-star',
+              data: {
+                page: 'home'
+              }
             };
             const user = {
-              keywords: ['d'],
               gender: 'M',
               yob: '1984',
-              geo: {country: 'ca'}
+              geo: {country: 'ca'},
+              keywords: 'd',
+              data: {
+                age: 40
+              }
             };
 
             sandbox.stub(config, 'getConfig').callsFake(key => {
@@ -849,14 +855,15 @@ describe('the rubicon adapter', function () {
             });
 
             const expectedQuery = {
-              'kw': 'a,b,c,d,e,f',
+              'kw': 'a,b,c,d',
               'tg_v.ucat': 'new',
               'tg_v.lastsearch': 'iphone',
               'tg_v.likes': 'sports,video games',
               'tg_v.gender': 'M',
+              'tg_v.age': '40',
               'tg_v.yob': '1984',
-              'tg_v.geo': '{"country":"ca"}',
-              'tg_i.rating': '4-star',
+              'tg_i.rating': '5-star',
+              'tg_i.page': 'home',
               'tg_i.prodtype': 'tech,mobile',
             };
 
@@ -1865,11 +1872,17 @@ describe('the rubicon adapter', function () {
           createVideoBidderRequest();
 
           const context = {
-            keywords: ['e', 'f'],
+            data: {
+              page: 'home'
+            },
+            keywords: 'e,f',
             rating: '4-star'
           };
           const user = {
-            keywords: ['d'],
+            data: {
+              age: 31
+            },
+            keywords: 'd',
             gender: 'M',
             yob: '1984',
             geo: {country: 'ca'}
@@ -1885,18 +1898,22 @@ describe('the rubicon adapter', function () {
             return utils.deepAccess(config, key);
           });
 
-          const expected = [{
-            bidders: ['rubicon'],
-            config: {
-              fpd: {
-                site: Object.assign({}, bidderRequest.bids[0].params.inventory, context),
-                user: Object.assign({}, bidderRequest.bids[0].params.visitor, user)
-              }
-            }
-          }];
-
           const [request] = spec.buildRequests(bidderRequest.bids, bidderRequest);
-          expect(request.data.ext.prebid.bidderconfig).to.deep.equal(expected);
+
+          const expected = {
+            site: Object.assign({}, context, context.data, bidderRequest.bids[0].params.inventory),
+            user: Object.assign({}, user, user.data, bidderRequest.bids[0].params.visitor)
+          };
+
+          delete expected.site.data;
+          delete expected.user.data;
+          delete expected.site.keywords;
+          delete expected.user.keywords;
+
+          expect(request.data.site.keywords).to.deep.equal('a,b,c');
+          expect(request.data.user.keywords).to.deep.equal('d');
+          expect(request.data.site.ext.data).to.deep.equal(expected.site);
+          expect(request.data.user.ext.data).to.deep.equal(expected.user);
         });
 
         it('should include storedAuctionResponse in video bid request', function () {
@@ -1935,7 +1952,7 @@ describe('the rubicon adapter', function () {
           createVideoBidderRequest();
           bidderRequest.bids[0].fpd = {
             context: {
-              adserver: {
+              adServer: {
                 adSlot: '1234567890',
                 name: 'adServerName1'
               }
@@ -2079,7 +2096,7 @@ describe('the rubicon adapter', function () {
         it('should not fail if keywords param is not an array', function () {
           bidderRequest.bids[0].params.keywords = 'a,b,c';
           const slotParams = spec.createSlotParams(bidderRequest.bids[0], bidderRequest);
-          expect(slotParams.kw).to.equal('');
+          expect(slotParams.kw).to.equal('a,b,c');
         });
       });