IAB Tech Lab is proud to release the latest version of the open PAIR 1.1 protocol. This is a major milestone in refining the protocol to enable wider industry adoption, by clarifying the definitions of several of the terms in the protocol and improving the integration with prebid with a new Open PAIR module.
Stable Terms
One of the key aspects of the update was better defining some of the terms, primarily the term Publisher Identifiers throughout the document. We wanted to make it clear and have a clear stable definitive definition for Publisher Identifiers – which is the Base64 encoded KsKp encrypted values. This may seem like a complex definition, but it correctly explains that the Publisher Identifier values are the ones that are double encrypted and base64 encoded which are sent down the wire for OpenRTB bid requests.
Encoding Refinements
We received feedback that encoding was loosely defined in the original 1.0 protocol. That protocol suggested for publishers to deal with encoding the Publisher Identifiers and subsequently for SSPs/DSPs to deal with decoding those values. This caused confusion and additional technical work for publishers and introduced additional latency for decoding those values.
In the new 1.1 version, the protocol specifies that the Data Clean Rooms must Base64 encode the Publisher Identifier values before sharing them with the publisher and DSPs. This means that publishers no longer need to worry about URL-safe encoding the Publisher Identifier values – which before encryption are just binary blobs. Additionally, this means that in order for DSPs to match Publisher Identifier values they do not need to decode the incoming values to check for matches, which would have added latency to the bid response process.
This change in the encoding specification will reduce workload for publishers, reduce latency in checking for audience matches during auctions, and increase audience match rates.
New Prebid Module for Open PAIR
IAB Tech Lab has made some key upgrades to the original PAIR prebid module and created a new prebid module called Open PAIR. This module’s upgrade was developed by the Tech Lab team, reviewed by the original developers of the module and the PAIR protocol, and code reviewed and merged by the Prebid team. It is now freely available in the Prebid code and can be included into a build.
Some of the key upgrades to the original module include:
- Ability to use any Data Clean Room
- Ability to use multiple Data Clean Rooms
- Defines atype=3 and source=pair-protocol.org as opposed to proprietary values
- Allowing the definition of inserter and matcher values by the implementer
You can read more about the module in the Open PAIR Prebid module documentation. We encourage Data Clean Rooms, Publishers, and DSPs to migrate to the new module.
Adoption
Both the specification of standardized encoding and the new open PAIR Prebid module are aimed at increasing adoption of the PAIR protocol. We aim to make the protocol as simple as possible to drive adoption and ease workload. We are looking for advertising vendors – particularly DSPs – to adopt PAIR and enable publishers to take advantage of an open protocol for matching and serving high value targeted audiences in a privacy-focused way.
IAB Tech Lab would be happy to spend time reviewing the protocol with your team. If you are interested, email memberships@iabtechlab.com.
Addressability & PETs Working Group
This is another release by the Addressability & PETs Working Group which continues to deliver guidance and specifications utilizing cutting-edge technologies to improve user privacy while solving key advertising use cases. We are proud to have such an esteemed group of advertising, cryptography, and product experts working on these exciting projects.
Email memberships@techlab.com to join this group and get involved!
Miguel Morales
Director, Addressability & PETs
IAB Tech Lab