Alternate Bcat Taxonomy proposal

[patmmccann]

Attempts to solve the popularity of the legacy, deprecated content taxonomy 1.0 in the bcat field.

[wittjill]

Hey Patrick, the bcat category can actually be modified by the cattax value in open rtb 2.6: https://iabtechlab.com/wp-content/uploads/2022/04/OpenRTB-2-6_FINAL.pdf So I think all we would need to do is an ADCOM release to add ad product taxonomy 1.1 to the Category Taxonomy List: https://github.com/InteractiveAdvertisingBureau/AdCOM/blob/master/AdCOM%20v1.0%20FINAL.md#list_categorytaxonomies

[patmmccann]

That doesn't solve the problem; if we put an updated bcat taxonomy in that field no one would currently understand our bcats, as everyone has built tooling on iab tax 1. It seems we are stuck on tax 1 forever without this proposal or a similar solution.

[iantri]

Couple questions:

"The taxonomy migration problem has already been solved in publisher content categorization, with publishers or exchanges able to specify content categories on multiple simultaneous taxonomies." -- I do not believe this to be the case in the mainline OpenRTB spec, can you advise?

I'm having a bit of trouble getting my head around this replace/append concept and the reference to "any stored list associated with that requestor". Can you elaborate on what's intended with this?

[patmmccann]

I do not believe this to be the case in the mainline OpenRTB spec, can you advise?

This is true in https://github.com/InteractiveAdvertisingBureau/openrtb/blob/master/extensions/community_extensions/segtax.md which is incorporated in https://iabtechlab.com/wp-content/uploads/2022/02/IAB-Tech-Lab-Taxonomy-and-Data-Transparency-Standards-to-Support-Seller-defined-Audience-and-Context-Signaling.pdf and referenced for content taxonomy on pages 13 and 14

replace / append

This is entirely severable. However, this is the basic idea, using badv as an example: If a publisher tells an ssp badv = ['prebid.org'] they may wish to also say 'append that to the list I already gave you for my account' or 'replace the list, this is the only badv'. We're finding a similar concept is useful in bcats.