Skip to main content

Advertising Digital Identifier (Ad-ID) URN Namespace Definition

The information below is for an old version of the document that is already published as an RFC.
Document Type
This is an older version of an Internet-Draft that was ultimately published as RFC 8107.
Last updated 2017-03-08 (Latest revision 2017-01-17)
RFC stream Internet Engineering Task Force (IETF)
Intended RFC status Informational
Stream WG state (None)
Document shepherd (None)
IESG IESG state Became RFC 8107 (Informational)
Action Holders
Consensus boilerplate Yes
Telechat date (None)
Responsible AD Alexey Melnikov
Send notices to (None)
IANA IANA review state Version Changed - Review Needed
IANA action state RFC-Ed-Ack
Internet Engineering Task Force (IETF)                        J. Wold
Internet Draft                       Advertising Digital Identification
Intended status: Informational                         January 17, 2017
Expires: July 17, 2017

                Advertising Digital Identification (Ad-ID)
                          URN Namespace Definition


   Advertising Digital Identification (Ad-ID) Identifiers are used
   identifying Advertising Assets across all media platforms. This
   document defines the formal Uniform Resource Name (URN) Namespace
   Identifier (NID) "adid" for Ad-ID Identifiers.

Status of this Memo

   This Internet-Draft is submitted in full conformance with the
   provisions of BCP 78 and BCP 79.

   Internet-Drafts are working documents of the Internet Engineering
   Task Force (IETF).  Note that other groups may also distribute
   working documents as Internet-Drafts.  The list of current Internet-
   Drafts is at

   Internet-Drafts are draft documents valid for a maximum of six
   months and may be updated, replaced, or obsoleted by other documents
   at any time.  It is inappropriate to use Internet-Drafts as
   reference material or to cite them other than as "work in progress."

Copyright Notice

   Copyright (c) 2016 IETF Trust and the persons identified as the
   document authors.  All rights reserved.

   This document is subject to BCP 78 and the IETF Trust's Legal
   Provisions Relating to IETF Documents
   ( 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                    Expires July 17, 2017                  [Page 1]
Internet-Draft      Ad-ID URN Namespace Definition    November 16, 2016

Table of Contents

   1. Introduction...................................................2
   2. URN Namespace Definition Template..............................2
   3. Namespace Considerations.......................................5
   4. Community Considerations.......................................6
   5. Security Considerations........................................6
   6. IANA Considerations............................................6
   7. References.....................................................6
      7.1. Normative References......................................6
      7.2. Informative References....................................7

1. Introduction

    This document defines the formal Uniform Resource Name (URN)
    Namespace Identifier (NID) for Ad-ID Identifiers.

    Ad-ID is the industry standard for identifying advertising assets
    across all media platforms (over the air, on-line, over the top,
    mobile, place based). Ad-ID Identifiers are unique codes for each
    creative advertising asset. Those unique codes are applied to all

    Ad-ID Identifiers are an eleven character ASCII string except for
    High Definition (HD) or Three-Dimensional (3D) codes, which have an
    H or D in 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 by using the unique

    [Ad-ID-INTRO] provides additional background information.
2. URN Namespace Definition Template

   The namespace definition according to the template in [RFC3406] is
   as follows:

   Namespace ID:

Wold                    Expires July 17, 2017                  [Page 2]
Internet-Draft      Ad-ID URN Namespace Definition    November 16, 2016


   Registration Information:

     Version 1


   Declared registrant of the namespace:


      Advertising Digital Identification, LLC


      Advertising Digital Identification, LLC
      11020 David Taylor Drive, Suite 305
      Charlotte, NC 28262-1103



   Declaration of syntactic structure:

     The identifier structure is as follows:

      An Ad-ID Identifier 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

Wold                    Expires July 17, 2017                  [Page 3]
Internet-Draft      Ad-ID URN Namespace Definition    November 16, 2016

      The URN representation URN-ADID of an Ad-ID Identifier
      conforms to the syntax (expressed using ABNF (as specified in
      [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


                  Standard Definition: urn:adid:ABCD0001000
                 High Definition:     urn:adid:ABCD0001000H

   Relevant ancillary documentation:

     [SMPTERP2092-1] specifies Advertising Digital Identifier (Ad-ID)

   Identifier uniqueness considerations:

     The Registrar (Advertising Digital Identification, LLC) is
     responsible for managing the assignment of the Ad-ID Identifier
     and shall ensure the uniqueness by checking the identifier against
     the list of existing ids.

     Ad-ID assigns the identifier, adid, in such a way that the
     uniqueness of the 'adid' will be maintained.  Furthermore, an Ad-
     ID Identifier is associated with a single URN-ADID.

  Identifier persistence considerations:

     The assignment process guarantees that 'adids' are not reassigned
     or reused and the binding between the id and its resource is

     By reference this URN namespace inherits those rules

   Process of identifier assignment:

Wold                    Expires July 17, 2017                  [Page 4]
Internet-Draft      Ad-ID URN Namespace Definition    November 16, 2016

     Ad-IDs are generated by Ad-ID's proprietary registration

   Process for identifier resolution:

     Ad-ID URNs are resolved via URN resolvers run under Ad-ID's

   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 an 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:


     Ad-ID Identifiers are centrally registered, globally unique
     identifiers of advertising assets, used worldwide.

3. Namespace Considerations

   Ad-ID Identifiers are intended for use in Internet applications,
   where URNs are routinely used to identify audiovisual resources.
   There is no direct mapping from Ad-ID Identifiers to existing URN

Wold                    Expires July 17, 2017                  [Page 5]
Internet-Draft      Ad-ID URN Namespace Definition    November 16, 2016

4. Community Considerations

   The primary registrants of Ad-ID Identifiers are advertisers and
   agencies.  Ad-ID Identifiers can be used by anyone to unambiguously
   identify advertising assets and retrieve underlying metadata. The
   primary benefits of its use are greater transparency and
   accountability in the advertising marketplace, help eliminate costly
   errors associated with the inconsistent use of advertising asset
   identifiers throughout the advertising supply chain, and enable 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.  Note however that failure to
   conform to the syntactic and lexical equivalence rules specified in
   [RFC3406] when using an Ad-ID Identifier as a criterion for
   accessing restricted resources can result in granting unauthorized

6. IANA Considerations

   This document defines a URN NID registration that is to be entered
   into the IANA registry of URN NIDs.  It specifically requests the
   Ad-ID NID.

7. References

7.1. Normative References

   [RFC2141]  Moats, R., "URN Syntax", RFC 2141, May 1997.

   [SMPTERP2092-1] Society of Motion Picture and Television Engineers,
             "Advertising Digital Identifier (Ad-ID) Representations",
             SMPTE RP 2092-1:2015.

   [RFC3406] Daigle, L., van Gulik, D., Iannella, R., and P. Faltstrom,
             "Uniform Resource Names (URN) Namespace Definition
             Mechanisms", BCP 66, RFC 3406, October 2002.

   [RFC5234] IETF. January 2008. Augmented BNF for Syntax
             Specifications: ABNF.

Wold                    Expires July 17, 2017                  [Page 6]
Internet-Draft      Ad-ID URN Namespace Definition    November 16, 2016

7.2. Informative References

   Ad-ID Identifiers are an eleven character ASCII string except for
   High Definition (HD) or Three-Dimensional (3D) codes, which have an
   H or D in the 12th character.

   Ad-ID may have Complimentary Definition Codes (CDC's), 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:

   Advertising Digital Identification,

Authors' Addresses

   Jarrett Wold.

   Advertising Digital Identification (Ad-ID)

   708 Third Avenue, New York, NY 10017


Wold                    Expires July 17, 2017                  [Page 7]