##### Please send comments to the AdsML Technical Working Group

# AdsML® Framework 3.5 Documentation Set

### Release 2 - June 30, 2010

### This document serves as a "table of contents" for the resources contained in AdsML Framework 3.5, release 2.

#### Introduction - how to use the Framework

#### Release notes - what's new in this release?

#### Background & Overview - for those wanting to know the "big picture"

#### The AdsML Framework - information, rules and guidelines common to all the AdsML standards

#### AdsML Envelope - an optional "wrapper" to assist in message routing and processing

#### AdsML Media Pack - messages for conveying media pack information, including rate cards and technical specifications

#### AdsML Bookings - messages for quotations, reservations and orders

#### AdsML Materials - messages for materials delivery

#### AdsML Ad Ticket - a standard for embedding an "ad ticket" in digital artwork such as pdf files, including an XMP™ implementation

#### AdsML Financials - messages for invoices and credit notes

#### AdsML Proof of Publication - messages providing evidence that an advertisement has been published and/or providing details about when, where, how and to whom it was published

#### AdsML Structured Descriptions - a standard for describing the contents of an advertisement

#### Requirements - formal descriptions of what the specifications are intended to accomplish

#### AdsML Consortium Membership Application

## Introduction - how to use the Framework

#### The AdsML Framework of E-commerce Business Standards ("AdsML Framework") is a growing set of standards and best practices that enable organizations and their vendors to implement e-commerce communications for the buying, selling, delivering, receiving, invoicing and paying of advertisements. Framework components share both an e-commerce philosophy and a resulting set of design principles; they use common names and structures; and they support a common message choreography (i.e. the pattern by which e-commerce messages are exchanged between trading partners).
Each release of the Framework contains the latest versions of all of the publicly available AdsML materials - much more than any single organization or vendor is likely to implement. This document is divided into sections that help you locate the information you need. Background & Overview provides a non-technical introduction to AdsML and an overview of the Framework as a whole. Technical information, rules and guidelines that apply to the entire Framework can be found in The AdsML Framework. Information and resources that pertain to just one of the standards will be found in the section for that specific standard.
The current release includes standards for:
- Exchanging product and pricing information (rate cards and media packs) between media buying systems and selling systems - see AdsML Media Pack
- Exchanging booking information (orders, reservations and/or quotations) between media buying systems and selling systems - see AdsML Bookings
- Exchanging financial information (invoices and credit notes) between the seller's and payer's financial systems - see AdsML Financials
- Delivering digital artwork (e.g. a PDF) to one or more publishers accompanied by metadata that facilitates copy chasing and processing, or providing information about a delivery - see AdsML Materials
- Embedding a digital ad ticket inside a PDF or other form of digital artwork - see AdsML Ad Ticket
- Delivering proof of publication (e.g. an e-tearsheet) to a payer, accompanied by metadata that facilitates invoice reconciliation - see AdsML Proof of Publication
- Delivering information about the performance of an advertisement, including details about when, where, how and to whom it was published - see AdsML Proof of Publication
- Conveying a machine-processable description of the contents of an advertisement (that is, the products or services described in the ad) in a media-independent format - see AdsML Structured Descriptions
- Transmitting any form of digital information between two or more trading partners - see AdsML Envelope

### Implement only what you need!

#### In order to implement AdsML-based e-commerce, trading partners and their vendors (or industry associations acting on their behalf) are encouraged to review the AdsML Framework and decide which parts of it they will implement. AdsML provides many tools to help users decide which features are required and then perform a selective implementation. Further information about how to do this can be found in AdsML E-Commerce Usage Rules & Guidelines (see the chapter on "achieving interoperability"), in the Specification for each standard, and in the Advertising Component Interactions Analysis.

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## Release Notes

##### AdsML3.5-ReleaseNotes-AD.htm

#### Notes about this release of the Framework.
Audience: Technical managers; Technical developers

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## Background & Overview- for those wanting to know the "big picture"

### AdsML Framework Overview

##### AdsML3.5-FrameworkOverview-AD.pdf

#### A non-technical overview document that describes the AdsML Framework approach and core concepts, including the vision and business benefits that AdsML is intended to achieve.
Audience: Business managers interested in the AdsML Framework

### AdsML Quick Start Guide

##### AdsML3.5-QuickStartGuide-AD.pdf

#### Provides a high-level understanding of how to plan, manage and execute the business and technical dimensions of an AdsML project, including where else to look in the AdsML Framework to find the resources that you need.
Audience: Business, technical and project managers who are planning an AdsML-based e-commerce project

### Glossary

##### AdsML3.0-Glossary-AS.pdf

#### A glossary of relevant technical and business terms used in the documentation of the AdsML Framework.
Audience: ALL

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## The AdsML Framework - information, rules and guidelines common to all the AdsML standards

### Advertising Component Interactions Analysis

##### AdsML3.5-AdvertisingComponentInteractions-AS.pdf

#### A high level description of the business processes and associated business objects that AdsML messages are expected to convey. This document identifies and provides usage context for the messages that are defined by the individual standards.
Audience: Technical managers; Technical developers

### E-Commerce Usage Rules & Guidelines

##### AdsML3.5-EcommerceUsage-AS.pdf

#### This document provides technical and business-process rules and guidelines about aspects of the AdsML e-commerce standards that are common to all of them. Sections include: AdsML Architecture and Technical Approach; Message Choreography; Administrative Responses and Error Handling; Achieving Interoperability; Controlled Vocabularies; and Testing. This supplements the information found in the specifications for each of the individual AdsML standards and should be considered an integral part of the definition of those standards.
Audience: Technical managers; Technical developers

### Controlled Vocabularies

##### AdsMLControlledVocabularies-3.0-AS.html

#### Lists the recommended and illustrative Controlled Vocabularies that are made available for use in AdsML messages. Any two parties wishing to communicate using AdsML messages must agree on the controlled vocabularies that they will use in their messages. See AdsML Framework Overview for a non-technical overview of controlled vocabularies, and E-Commerce Usage Rules & Guidelines for information about how to implement them in the AdsML Framework.
Audience: Technical managers; Technical developers

### Type Library Specification

##### AdsMLTypeLibrary-2.0-Specification-AS.pdf

#### A reference guide to the AdsML Type Library, which contains the XML structures that are used in more than one AdsML schema.
Audience: Technical developers

### AdsMLTypeLibrary - XML Schema

##### AdsMLTypeLibrary-2.0-AS.xsd (in AdsML-Framework-3.5-R2-Schemas.zip)

#### The AdsMLTypeLibrary XML Schema.
Audience: Technical developers

### Sample Extension Schema and Message

##### Extension Schema and Message Sample (folder) or Extension-Schema-Message-Sample.zip

#### This folder contains an example of an AdsML User Extension Schema. It illustrates the creation and use of user-defined extensions for an AdsML Framework standard, in this example AdsMLMaterials. The method for creating user-defined extensions is generic and applies equally to all of the AdsML Framework standards for e-commerce - AdsMLBookings, AdsMLMaterials, AdsMLFinancials, etc.. See E-Commerce Usage Rules & Guidelines for a discussion of this capability.
Audience: Technical managers; Technical developers

### Documentation Names and Identifiers - Guidelines and Examples

##### AdsML2.0-DocumentNames-AD.pdf

#### An internal AdsML document that describes our naming and numbering conventions. Technically it is not part of the Framework, but it has been included in the release package because it is referenced by several of the Specifications.
Audience: Technical developers

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## AdsML Envelope (status: Approved)

### Envelope Specification (processing model, usage rules & schema reference)

##### AdsMLEnvelope-1.1-SpecP1Usage-AS.pdf

##### AdsMLEnvelope-1.1-SpecP2Schema-AS.pdf

#### These two documents provide the textual definition of the AdsML Envelope standard. AdsML Envelope is an XML-based language used for the packaging and routing of advertising "Items", which may be any kind of advertising-related information (including an AdsML Booking or Materials Delivery message) in any digital format. Part 1, Processing Model, Usage Rules & Guidelines, provides normative rules and suggested guidelines for processing an AdsML Envelope, and defines what is required in order for an AdsML Envelope implementation to conform to the standard. Part 2, Schema & Specification, is a reference guide to the schema.
Audience: Technical managers (part 1); Technical developers (parts 1 & 2)

### AdsMLEnvelope - XML Schema

##### AdsMLEnvelope-1.1-Main-AS.xsd (in AdsML-Framework-3.5-R2-Schemas.zip)

#### The AdsMLEnvelope XML Schema. It includes other schema files as described in the Specification.
Audience: Technical developers

### AdsMLEnvelope - XML Schema - Graphical View

##### AdsMLEnvelope-1.1-AS.html

#### A graphical, navigable view of the AdsMLEnvelope 1.1 XML Schema and included files in the form of a large web page. To navigate from the root, start with "AdsMLEnvelope". You can drill into any diagram by clicking on its child elements.
Audience: Technical developers

### Envelope Message Samples

##### Envelope Message Samples (folder) or Envelope-Message-Samples.zip

#### A sample AdsML Envelope message. This message references a user extension schema (which is also in the folder) in order to implement schema validation of an industry-specific controlled vocabulary. See E-Commerce Usage Rules & Guidelines for a discussion of this capability.
Audience: Technical managers; Technical developers

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## AdsML Media Pack (status: Approved)

### Media Pack Specification (usage rules)

##### AdsMLMediapack-1.0-SpecP1Usage-AS.pdf

##### AdsMLMediapack-1.0-SpecP2Schema-AS.pdf

#### These two documents provide the textual definition of the AdsML Media Pack standard. AdsML Media Pack is an XML-based language used for encoding and routing media pack information, including rate cards and technical specifications. Part 1, Usage Rules & Guidelines, provides normative rules and suggested guidelines for using AdsML Media Pack messages to address business requirements. Part 2, Schema & Specification, is a reference guide to the schema.
Audience: Technical developers

### AdsMLMediapack - XML Schema

##### AdsMLMediapack-1.0-Main-AS.xsd (in AdsML-Framework-3.5-R2-Schemas.zip)

#### The AdsMLMediapack XML Schema. It includes other schema files as necessary.
Audience: Technical developers

### AdsMLMediapack - XML Schema - Graphical View

##### AdsMLMediapack-1.0-AS.html

#### A graphical, navigable view of the AdsMLMediapack XML Schema and included files in the form of a large web page. To navigate from the root, start with "AdsMLMediapack". You can drill into any diagram by clicking on its child elements.
Audience: Technical developers

### Media Pack Message Samples

##### Media Pack Samples Documentation (AdsML Media Pack Samples Documentation.pdf)

##### Media Pack Message Samples (folder) or MediaPack-Message-Samples.zip

#### A set of sample AdsML Media Pack messages that illustrate common use cases for various types of rate cards, along with copies of the printed rate cards from which several of the samples were derived. The samples demonstrate the recommended use of AdsML elements as described in the AdsML Media Pack Usage document. More information about the samples can be found in the samples documentation.
Audience: Technical managers; Technical developers

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## AdsML Bookings (status: Approved)

### Bookings Specification (usage rules & schema reference)

##### AdsMLBookings-2.5-SpecP1Usage-AS.pdf

##### AdsMLBookings-2.5-SpecP2Schema-AS.pdf

#### These two documents provide the textual definition of the AdsML Bookings standard. AdsML Bookings is an XML-based language used for encoding and routing advertisement booking transaction messages, including quotations, reservations and orders, changes and cancellations, and responses to them. Part 1, Usage Rules & Guidelines, provides normative rules and suggested guidelines for using AdsML Bookings messages to address business requirements. Part 2, Schema & Specification, is a reference guide to the schema.
Audience: Technical developers

### AdsMLBookings - XML Schema

##### AdsMLBookings-2.5-Main-AS.xsd (in AdsML-Framework-3.5-R2-Schemas.zip)

#### The AdsMLBookings XML Schema. It includes other schema files as described in the Specification.
Audience: Technical developers

### AdsMLBookings - XML Schema - Graphical View

##### AdsMLBookings-2.5-AS.html

#### A graphical, navigable view of the AdsMLBookings XML Schema and included files in the form of a large web page. To navigate from the root, start with "AdsMLBookings". You can drill into any diagram by clicking on its child elements.
Audience: Technical developers

### Bookings Message Samples

##### Bookings Samples Documentation (AdsML Bookings Samples Documentation.pdf)

##### Bookings Message Samples (folder) or Bookings-Message-Samples.zip

#### A set of sample AdsML Bookings messages that illustrate common use cases for various types of booking messages, including quotations, reservations, and orders. The samples demonstrate the recommended use of AdsML elements as described in the AdsML Bookings Usage document. More information about the samples can be found in the samples documentation.
Audience: Technical managers; Technical developers

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## AdsML Materials (status: Approved)

### Materials Specification (usage rules & schema reference)

##### AdsMLMaterials-2.5-SpecP1Usage-AS.pdf

##### AdsMLMaterials-2.5-SpecP2Schema-AS.pdf

#### These two documents provide the textual definition of the AdsML Materials standard. AdsML Materials is an XML-based language used for encoding and delivering advertisement materials, or for ordering the delivery of advertising materials, or for providing information about advertisement materials that are being delivered by external means. Part 1, Usage Rules & Guidelines, provides normative rules and suggested guidelines for using AdsML Materials messages to address business requirements. Part 2, Schema & Specification, is a reference guide to the schema.
Note: This standard also defines the AdContent structure, which can be included in an AdsML Bookings message in order to deliver ad materials at the same time as the booking.
Audience: Technical developers

### AdsMLMaterials - XML Schema

##### AdsMLMaterials-2.5-Main-AS.xsd (in AdsML-Framework-3.5-R2-Schemas.zip)

#### The AdsMLMaterials XML Schema. It includes other schema files as described in the Specification.
Audience: Technical developers

### AdsMLMaterials - XML Schema - Graphical View

##### AdsMLMaterials-2.5-AS.html

#### A graphical, navigable view of the AdsMLMaterials XML Schema and included files in the form of a large web page. To navigate from the root, start with "AdsMLMaterials". You can drill into any diagram by clicking on its child elements.
Audience: Technical developers

### Materials Message Samples

##### Materials Samples Documentation (AdsML Materials Samples Documentation.pdf)

##### Materials Message Samples (folder) or Materials-Message-Samples.zip

#### A set of sample AdsML Materials messages that illustrate common use cases for various types of materials messages, including delivering materials, reporting on the status of a materials delivery, and ordering the ‘kill’ of materials already delivered. The samples demonstrate the recommended use of AdsML elements as described in the AdsML Materials Usage document. More information about the samples can be found in the samples documentation.
Audience: Technical managers; Technical developers

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## AdsML Ad Ticket (status: Approved)

### Ad Ticket Specification & Schema (including an XMP™ implementation)

##### AdsMLAdTicket-1.0-Specification-AS.pdf

#### This document provides a textual definition of the AdsML Ad Ticket specification. An AdsML Ad Ticket is a minimal set of metadata elements that are designed to be embedded into a digital advertisement file, such as a PDF, in order to describe the physical characteristics of the advertisement and its relationship to a particular booking. The Ad Ticket specification provides both an abstract definition of the Ad Ticket metadata, for use in any environment, and a specific implementation in the form of a set of XMP structures that can be embedded into PDF files and accessed through user interface panels in any application that supports XMP.
Audience: Technical developers
(XMP is a trademark of Adobe Systems)

### Ad Ticket Adobe XMP™ User Interface Panels

##### Ad Ticket Panels Documentation (AdsMLAdTicket-1.0-XMPUserGuide-AD.pdf)

##### Ad Ticket XMP UI Panels (folder) or User-Interface-Panels.zip

#### A reference set of Ad Ticket user interface panels that conforms to the Adobe XMP implementation. Instructions for installing and using these panels can be found in the Ad Ticket Panels documentation. Please note that these samples are provided on an as-is basis, with no warranty expressed or implied.
Audience: Technical managers; Technical developers

### Ad Ticket - XML Schema

##### AdsMLAdTicket-1.0-Main-AS.xsd (in AdsML-Framework-3.5-R2-Schemas.zip)

#### The AdsMLAdTicket XML Schema. This is a reference schema which formally defines the AdsML Ad Ticket metadata independently of any particular implementation format, such as XMP. It includes and imports other schema files as necessary.
Audience: Technical developers of an AdsML Ad Ticket implementation in a format for which no reference implementation has been provided.

### AdsMLAdTicket - XML Schema - Graphical View

##### AdsMLAdTicket-1.0-AS.html

#### A graphical, navigable view of the AdsMLAdTicket 1.0 XML Schema and included files in the form of a large web page. To navigate from the root, start with "AdsMLAdTicket". You can drill into any diagram by clicking on its child elements.
Audience: Technical developers

### Ad Ticket XMP Sample

##### adsml-ad-with-embedded-Ad-Ticket-v2.pdf (in XMP-Sample.zip)

#### A PDF containing a sample embedded XMP Ad Ticket. Open the PDF in an XMP-enabled tool and view Advanced Properties to see the data. If using an Adobe tool, it is recommended that you first install the AdsML Ad Ticket User Interface Panels, in which case the embedded Ad Ticket data will be displayed using those panels. Using xmp-enabled tools, the embedded metadata can be extracted into a standaline data file or forwarded to other systems for processing.
Audience: Technical managers; Technical developers

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## AdsML Financials (status: Approved)

### Financials Specification (usage rules)

##### AdsMLFinancials-1.5-SpecP1Usage-AS.pdf

##### AdsMLFinancials-1.5-SpecP2Schema-AS.pdf

#### These two documents provide the textual definition of the AdsML Financials standard. AdsML Financials is an XML-based language used for encoding and routing financial transaction messages, including invoices and credit notes, and responses to them. Part 1, Usage Rules & Guidelines, provides normative rules and suggested guidelines for using AdsML Financials messages to address business requirements. Part 2, Schema & Specification, is a reference guide to the schema.
Audience: Technical developers

### AdsMLFinancials - XML Schema

##### AdsMLFinancials-1.5-Main-AS.xsd (in AdsML-Framework-3.5-R2-Schemas.zip)

#### The AdsMLFinancials XML Schema. It includes other schema files as necessary.
Audience: Technical developers

### AdsMLFinancials - XML Schema - Graphical View

##### AdsMLFinancials-1.5-AS.html

#### A graphical, navigable view of the AdsMLFinancials XML Schema and included files in the form of a large web page. To navigate from the root, start with "AdsMLFinancials". You can drill into any diagram by clicking on its child elements.
Audience: Technical developers

### Financials Message Samples

##### Financials Samples Documentation (AdsML Financial Samples Documentation.pdf)

##### Financials Message Samples (folder) or Financials-Message-Samples.zip

#### A set of sample AdsML Financials messages that illustrate common use cases for various types of financial messages, including both simple and complex invoices, credit notes and responses to them. The samples demonstrate the recommended use of AdsML elements as described in the AdsML Financial Usage document.
Audience: Technical managers; Technical developers

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## AdsML Proof of Publication (status: Approved)

### Proof of Publication Specification

##### AdsMLProofOfPublication-1.5-SpecP1Usage-AS.pdf

##### AdsMLProofOfPublication-1.5-SpecP2Schema-AS.pdf

#### These two documents provide the textual definition of the AdsML Proof of Publication standard. AdsML Proof of Publication is an XML-based language used for encoding and delivering proof of publication materials, including e-tearsheets, or for providing information about proof of publication materials that are being delivered by external means. The standard can also convey detailed information about when, where, how and to whom an advertisement was actually published. Part 1, Usage Rules & Guidelines, provides normative rules and suggested guidelines for using AdsML Proof of Publication messages to address business requirements. Part 2, Schema & Specification, is a reference guide to the schema.
Note: This standard defines the AppearancePlacementInformation and TearSheet structures, which can be included in AdsML Invoice messages in order to deliver proof of publication information as part of an invoice line item.
Audience: Technical developers

### AdsMLProofOfPublication - XML Schema

##### AdsMLProofOfPublication-1.5-Main-AS.xsd (in AdsML-Framework-3.5-R2-Schemas.zip)

#### The AdsMLProofOfPublication XML Schema. It includes other schema files as necessary.
Audience: Technical developers

### AdsMLProofOfPublication - XML Schema - Graphical View

##### AdsMLProofOfPublication-1.5-AS.html

#### A graphical, navigable view of the AdsMLProofOfPublication XML Schema and included files in the form of a large web page. To navigate from the root, start with "AdsMLProofOfPublication". You can drill into any diagram by clicking on its child elements.
Audience: Technical developers

### Proof of Publication Message Samples

##### Proof of Publication Samples Documentation (AdsML ProofOfPublication Samples Documentation.pdf)

##### Proof of Publication Message Samples (folder) or Proof-Message-Samples.zip

#### A set of sample AdsML Proof of Publication messages that illustrate common use cases. The samples demonstrate the recommended use of AdsML elements as described in the AdsML Proof of Publication Usage document.
Audience: Technical managers; Technical developers

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## AdsML Structured Descriptions (status: Approved)

### Structured Descriptions Specification (usage rules & schema reference)

##### AdsMLStructuredDescriptions-1.0-SpecP1Usage-AS.pdf

##### AdsMLStructuredDescriptions-1.0-SpecP2Schema-AS.pdf

#### These two documents provide the textual definition of the AdsML Structured Descriptions of Advertisement Objects standard. Structured Descriptions are XML structures that can be used to exchange information about the contents of an advertisement, that is, the goods or services that are being offered for sale or purchase, and the party or parties that are making the offer. They are designed to be transmitted as sub-structures in other AdsML messages, in particular, materials delivery messages. Part 1, Usage Rules & Guidelines, describes the concepts and mechanisms in the standard. Part 2, Schema & Specification, is a reference guide to the schema.
Audience: Technical managers (part 1 only); Technical developers (both parts)

### Structured Descriptions - XML Schema

##### AdsMLStructuredDescriptions-1.0-Main-AS.xsd (in AdsML-Framework-3.5-R2-Schemas.zip)

#### The AdsML Structured Descriptions XML Schema. It includes and imports other schema files as described in the Specification.
Audience: Technical developers

### Structured Descriptions - XML Schema - Graphical View

##### AdsMLStructuredDescriptions-1.0-AS.html

#### A graphical, navigable view of the AdsMLStructuredDescriptions XML Schema and included files in the form of a large web page. To navigate from the root, start with "AdsMLStructuredDescriptions". You can drill into any diagram by clicking on its child elements.
Audience: Technical developers

### Structured Descriptions Vocabulary Samples

##### Structured Descriptions-Vocabulary Samples (folder) or Vocabularies.zip

#### Sample vocabularies for specific types of advertisement information. Each is provided in the form of a "rule set" spreadsheet, and for two of them (Autos and Recruitment), a matching XML representation is also provided:
- Blank - a template for creating your own vocabulary from scratch
- Autos (cars)
- Homes
- Recruitment
- Miscellaneous
- Reply-to information (advertiser's name and contact details)
Audience: Technical managers; Technical developers

### Structured Descriptions Instance Message Samples

##### Structured Descriptions-Messages Samples (folder) or Structured-Message-Samples.zip

#### Sample XML messages containing structured descriptions of two advertisements that conform to the Autos and Recruitment rule sets in the Vocabulary Samples above.
Audience: Technical developers

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## Requirements Documents

### AdsML Framework 2.0 Requirements

##### AdsML2.0-Requirements-AS.pdf

#### The formal requirements that guided the development of AdsML Bookings and AdsML Materials. This document also contains requirements that apply to all AdsML e-commerce standards.
Audience: Technical managers; Technical developers

### AdsML Framework 3.0 General Requirements

##### AdsML2.5-Requirements-PD.pdf

#### The formal requirements that guided the development of AdsML Financials (primarily e-invoices and credit notes) and AdsML Proof of Publication.
Note: At the time of writing we expected Framework 3.0 to be numbered 2.5, which explains why "2.5" was used in the document name.
Audience: Technical managers; Technical developers

### AdsML Framework 3.5 Interactive Bookings Requirements

##### AdsML3.0-InteractiveRequirements-PD.pdf

#### The requirements that guided the addition of support for Interactive Bookings to the AdsML Bookings specification.
Note: At the time of writing we expected interactive booking support to be implemented in Framework 3.0, which explains why "3.0" was used in the document name.
Audience: Technical managers; Technical developers

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## AdsML Consortium Membership Application

##### AdsmlMembershipApplication

#### Although the AdsML Framework is free, developing and maintaining it is not. Organizations that wish to ensure AdsML's success are asked to become members of the AdsML Consortium. Benefits include the opportunity to influence the Consortium's goals, to review early drafts and to ensure that the AdsML specifications meet your requirements. Most importantly, membership funds AdsML activities and makes these standards possible.
Audience: ALL

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(readme version Framework3.5-2.0 2010-07-14)