First Party Data support

[bretg]

[This is the Prebid Server side of https://github.com/prebid/Prebid.js/issues/3687]

Updates

This issue has been somewhat significantly modified since the original post

1. More detail mapping the sources of the OpenRTB attributes. Providing a reference for how FPD works end-to-end.
2. Normalize some OpenRTB attributes. We found that real-world FPD already coming in is not always in an expected form.
3. No need for imp[].ext.context.ATTRIBUTE. There aren’t any OpenRTB attributes here. Everything should go in imp[].ext.context.data.ATTRIBUTE.
4. Expand AMP first party data processing.
5. Clarify that errors in validating FPD should not cancel the auction. Prebid Server is normally pretty hard-nosed about rejecting “bad” data, but there’s a lot of FPD already flowing out there.

Description

The goal is to provide a standard way for the page to supply first party data and control which bidders have access to it.

A number of adapters support taking key/value pairs as arguments, but they're all different. e.g.

• Rubicon takes keywords, inventory and visitor parameters
• AppNexus takes keywords and user
• OpenX takes customParams
• Index takes firstPartyData
• etc.

Proposal

See https://docs.google.com/document/d/1I2eS40yMYJCgz8XvFljf4f59bEPsbWTrUpnD7a7uJEg/edit

[bszekely1]

Small point of clarification, while app.ATTRIBUTE is not explicitly defined, an app can an app.keywords but not app.search. app.search not defined in OpenRTB in addition to apps not receiving traffic from a search page like a website. The same logic should apply to imp[].ext.context.ATTRIBUTE.

In summary, prebid server should not expect to receive any search attributes for app traffic.

[stale]

This issue has been automatically marked as stale because it has not had recent activity. It will be closed if no further activity occurs. Thank you for your contributions.

[bretg]

Re-opening this issue to track two updates to the PBJS issue prebid/Prebid.js#3687:

1. Support for bidder-specific config in the OpenRTB (ext.prebid.bidderconfig)
2. AMP support

[SyntaxNode]

@bsardo will be implementing this feature for PBS-Go.

[mansinahar]

This was implemented and released in PBS-Go as part of 0.183.0

@bretg Any objections to closing this out?

[bretg]

Closing!