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<keiji> chadhage: We need technical standardizetion in marketing and advertising area. That is why we need to work with W3C.
<keiji> chadhage: We had a workshop at Tampa on Sep. 17-18.
<keiji> scribenick keiji
<keiji> chadhage: we would like to begin discuss what we can do from here.
<keiji> giusepp: Is there any overrap with IAB?
<keiji> aaa: Security mechanism in advertisement could be one example.
<keiji> steve: We may be able to setup CG or IG to worr on performance or security issues around this area.
<keiji> karen: It would be necessary for consumer to be able to see if advertisements are genuine or scum.
<keiji> chadhage: How about setting up a communitiy group?
<Karen> Wendy: Some things I said in Web TV group
<Karen> …one high level set of ideas was we ae talking about integrity of marketing in a variety of contexts
<Karen> …integrity of delivery mechanisms
<Karen> [Wendy reading from list]
<wseltzer> Integrity in digital marketing:
<wseltzer> ●
<wseltzer> ●
<wseltzer> ●
<wseltzer> ●
<wseltzer> security of web ad delivery mechanisms, application and page context, and
<wseltzer> viewability;
<wseltzer> robust and auditable data measurement
<wseltzer> reliable marketing asset tracking and product description; and
<wseltzer> user privacy assurances
<keiji> scribenick: Karen
Wendy: Web TV interested in asset and product labeling
…some second screen interest there
…there was interest in a community group focused on user privacy agent
<keiji> scribenick: wseltzer
<Karen> …some people interested in user agent serve as mediation for personalization for targeting of ads
<Karen> …something that would likely be fleshed out further in a CG
<Karen> …to figure out if we would target it elsewhere
<Karen> …and some sort of coordination group
<Karen> …whether IG, BG, CG, TBD
<Karen> …do we have a charter that we can get suffiient definition of projects
<Karen> …and get support of membership to get consortium resources
<Karen> …if so, we can form an IG
<Karen> …otherwise a CG anyone can form, but more definition you give it, the more likely it is to succeed
<Karen> …building a charter is useful
<Karen> Steve: Is this one CG for all the things you listed, or several focused CGs?
<Karen> …Identity is far from sandboxing
<Karen> …not clear that same people would want to participate in both of those
<Karen> Wendy: An IG with task forces, or CG with task forces
<Karen> …one function is a pointer to where digital marketing work is being done in W3C; where to send your technical people to work through these problems
<Karen> …where are the gaps, what are the platform problems
<Karen> …where should we be doing it
<Karen> Chad: Could be multiple organizations, groups
<Karen> …could be one group with multiple task forces
<Karen> Wendy: One of the functions is to help people find the work
<Karen> …for a newer area to W3C, creating a central hub and helping people to spread the work is helpful
<Karen> Steve: I understand what you are saying in principle
<Karen> …does not have to be formal
<Karen> …could be a digital marketing web page that points to a set of CGs indicating what is going on in each one
<Karen> Wendy: As a domain lead, I want someone from the community to maintain that page
<Karen> Chad: What is the advantage of that?
<Karen> Steve: From where I sit, I can see certain things Adobe would like to participate in, and other things we care less about
<Karen> …If I have to wait for a charter to list all these things
<Karen> …but if there are some immediate things like what ad servers need to interact with, that sounds mportant because browsers would cut things off…Amp has already cut things off
<Karen> …my concern is that dialogue needs to open up quickly so that browsers don't take drastic action
<Karen> Jim: Seems to me this questions
<Karen> ..may answer itself if you write a modular charter
<Karen> …see if faster to divide and conquer
<Karen> …but important to spot synergies or gaps which suggests multiple task forces
<Karen> Giuseppe: and question of resources
<Karen> …how many groups can same people attend
<Karen> Chad: May give up cohesion but multiple groups move forward at same time
<Karen> …if charter can be modular, I like that suggestion
<Karen> …It's clear we need a charter; clear next step about where we go from here
<Karen> …What I am seeing here today that I like
<Karen> …is an exposure to an angle that we did not see in workshop
<Karen> …array of where this spans
<Karen> …a lot of info came from technical perspective; today refreshed to see agency perspectives
<Karen> …like to see a forum where the dialogue is strong
<Karen> …hear what you would like to see
<Karen> …what are you looking for on this topiic?
<Karen> s/topic
<Karen> Kosuke: knowledge of @
<Karen> …for targeting
<Karen> …use digital for more sharper targeting across devices, not only demographic
<Karen> …I of course know there is a big, important problem with marketing and privacy
<Karen> …problem among this group
<Karen> …I think that it's hard
<Karen> …I would like to figure out the answer or the guideline
<Karen> …check an action
<Karen> …as very needed
<Karen> …only one time, we cannot make perfect @ about privacy and marketing
<Karen> …what is problem in this case and after check-in we can make better rule about privacy and marketing
<Karen> Cha: hearing things that relate to what you [Mozilla] mentioned earlier
<Karen> …what are some of pieces of information that you want exposed or available to you
<Karen> @: not convinced that privacy is exclusive to marketing
<Karen> …right now you do hacks to get marketing ID
<Karen> …if we had a marketing ID and people could randomize it
<Karen> …could be effective
<Karen> …assuming that majority of people who choose to be targeted, you would get a majority of mechanisms
<Karen> …does not have to be controversial, it is being done with all kinds of hacks already
<Karen> …we can look at here is something we can do on the browser
<keiji> Karen: I would like to have advertisement while I can have certain level of control my information being disclosed.
<Karen> Karen: I want the red shoes use case; state and request what I want, like the auto sites
<Karen> Chad: when I'm making decision to hide the ad
<Karen> …not that it came from FB, Google or Yahoo, that is something I associate with my choices
<Karen> …choices should be represented by the end user agent
<Karen> …end user today is repeating that activity across the different avenues where marketing comes from
<Karen> …let the user agent speak for the user
<Karen> …I should not have to tell that same piece of information to all the browsers
<Karen> …should be able to share with my user agent and represent that choice
<Karen> Guiseppe: Like do not track; this is what I want and don't want
<Karen> Chad: Not sure if that comparison makes sense
<Karen> …DNT is not tracked
<Karen> Giuseppe: this is more about user preference
<Karen> …what about ad blockers
<Karen> Chad: You don't want anything
<Karen> @: Could help change need not to have ad blockers
<Karen> Chad: user experience play
<Karen> …philosophical reasons
<Karen> Francois: And security as well
<Karen> Chad: security, performance of resources
<Karen> Chad: content owners block the ad blockers
<Karen> …vicious cycle
<Karen> …what's suffering is the end user's experience
<Karen> @: and advertisers and publishers are suffering from not getting the revenue
<Karen> Chad: brand, publisher, end user suffers; a cat and mouse game
<Karen> Francois: Do the adverisers suffer?
<Karen> Chad: They are not reaching their audience
<Karen> Francois: Part of that market was not interested
<Karen> Steve: people using ad blockers is probably smaller
<Karen> Chad: I have done it; profiled loading one banner or video on one page
<Karen> …out of 150 interactions of page
<Karen> …I counted 40 that were just to do the tracking and delivery of the ad
<Karen> @: On mobile it uses all your data, and you are paying for that
<Karen> David: This may sound like a non sequetor
<Karen> …listening with my web payments hat
<Karen> …hearing some touch points
<Karen> …think there is security in the browser work that may be starting
<Karen> …not ignore that and have a separate digital browser CG
<Karen> …if digital marketing is only advertising, there could be a role in web payments
<Karen> …advertisers pay web sites, and perhaps that becomes part of the ecosystem
<Karen> …if digital marketing is more than ads, but includes ads and incentives
<Karen> …coupons and loyalty
<Karen> …loyalty is permission to track
<Karen> …you give them something in return
<Karen> …something we need to examine
<Karen> Chad: I like the idea that the workshop helped us understand
<Karen> …not lose that in formation of the next step
<Karen> …Personally I think that what you touched on right there
<Karen> …is if marketing is the umbrella
<Karen> …and you have advertising, coupons, loyalty, different applications of marketing
<Karen> …that could be an application
<Karen> …has an interaction and behavior
<Karen> …that is what you do with an application
<Karen> …collections data, gives back data
<Karen> …are these really different marketing applications
<Karen> Karen: applications approach would help developers whose clients are asking for help with marketing formats but they may not know how
<Karen> David: things that will impact user experience
<Karen> …we have always been down here
<Karen> …several important things; all about simplifying for people who use our stuff
<Karen> Chad: Appreciate everyone giving feedback
<Karen> …I would ike to propose a mid-February f2f
<Karen> …if there is an appetite for a F2F, propose Florida again
<Karen> Steve: I don't have a particular opinion, but would be good to get some commitment from some people who would be willing to draft a charter
<Karen> …assume you are taking the lead
<Karen> Chad: yes, I would want to review a candidate charter
<Karen> Steve: can review by email
<Karen> …see what you get by email and then decide if interest in a f2f; but get something
<Karen> Karen: or align with an IAB event
<Karen> Giuseppe: Look at other events like CES that other people may be joining
<Karen> Chad: Appreciate everyone's input
<Karen> …It will be done via email; keep an eye for the draft
<Karen> …will ask for some guidance on how to get this out to interested parties
<Karen> …we have covered what I wanted to cover here today
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