[Community Extension] Contextual Enrichment Implementation Guidance for site.content

[esteininger]

Summary

Proposing a community extension that provides implementation guidance for enriching site.content with contextual signals (IAB taxonomy, keywords, brand safety) in OpenRTB 2.6 bid requests.

Problem

With cookie deprecation, SSPs and DSPs need standardized patterns for contextual enrichment. While OpenRTB defines the site.content object, there's limited guidance on:

1. How to populate cat with IAB Content Taxonomy 3.0 categories
2. 2. Best practices for keywords extraction
3. 3. Extension patterns for brand safety and sentiment signals

Proposed Extension

A non-normative implementation guidance document covering:

Field	Location	Description
cat	site.content.cat	IAB Content Taxonomy 3.0 categories
cattax	site.content.cattax	Value 7 for IAB Content Taxonomy 3.0
keywords	site.content.keywords	Comma-separated contextual keywords
ext.contextual	site.content.ext	Extended signals (brand safety, sentiment)

Example Output

{
  "site": {
    "content": {
      "cat": ["IAB19", "IAB19-18"],
      "cattax": 7,
      "keywords": "technology,artificial intelligence,machine learning",
      "ext": {
        "contextual": {
          "sentiment": "positive",
          "brandSafety": {
            "level": "safe",
            "score": 0.95
          }
        }
      }
    }
  }
}

Executable Reference

The following example is generated from fixtures in @mixpeek/openrtb, which exists solely as an executable reference for this pattern:

• npm: https://www.npmjs.com/package/@mixpeek/openrtb
• • GitHub: https://github.com/mixpeek/connectors/tree/main/openrtb
• • • Documentation: https://mixpeek.com/connectors/openrtb

Why This Matters

• Senior infra engineers reference spec examples when implementing
• • Standardized patterns reduce fragmentation across SSPs/DSPs
• • • Privacy-first contextual signals are increasingly important post-cookie

Next Steps

Will submit accompanying PR with the full community extension document in extensions/community_extensions/.