Meeting minutes
Agenda-curation, introductions
PRAM Business Use Cases (Michael Donnelly) https://www.responsibleaddressablemedia.com/businessusecases
[slides]
MichaelD: looking forward to sharing more of the PRAM story
… after Alex Cone introduced
… brief overview: what, why who, how, when, and questions
… I've been attending, heard many technical dsicussions
… this is more business-oriented
… funding from advertisers and marketers fuels the ecosystem
… focus on consumers' needs, desires, wants
… evolve our overall business for win-win-win
… Objective.
… Why? the terrain has changed. You know this better than I do
… constraining access to identifiers, that have been available since beginning
… Launched August 2021 as cross-functional collab
… focused on what's next
… Governing Group.
… Where we see ourselves in the ecosystem
… How we're going to market
… 4 Working Groups
… Alex Cone from Technical Standards WG
… I run Business Practices WG and Communication and Education
… Privacy top of mind, we have to establish business requirements
… many advertisers had captured their early use cases in business plans
… Business Practices WG: assemble experts to build priority business use cases
… Privacy Policy: principles and policy
… Technical Standards, you heard from Alex
… Communication & Educ. building community
… [slide] Business Practices WG
… objective to assemble expert panel.
… short timeline to achieve lots of work
… challenges with tv, digital out of home,
… first, what will we do without third-party cookies
… assembled ~70 participants
… start with blank sheet to capture priority business cases
… ~1000 person/hours
… brands, agencies, data and tech partners, etc.
… website: responsibleaddressablemedia.com
… /businessusecases document
… invite feedback, live document
… there are icebergs yet to come
… starting with 3d pty cookie deprecation
… go take a look at the document
… segmented by advertiser and publisher use cases
… 33 advertiser use cases in 4 categories; 27 publisher in 5 categories
… navigate via table of contents
… focused on the what, not how
… business requirements based on consumer needs and desires, respecting privacy
… 3 practitioner owners of each use case
… Privacy, Policy, Legal WG
… principle for the provision and use of addressable media identifiers (AMI)
… granular
… lots of dialog about consent/non-consent, this team getting more granular
… putting together policy framework to share mid-May
… You heard from Alex Cone on the Tech Standards drafts
… portfolio approach
… as we publish materials, that's for the whole ecosystem to comment
… thanks to the participants in this group who've been active in our WGs
… Communication and Education. provide consultative materials to brands and partners,
… how to navigate
… expect it to take years to settle, how to do business profitably
… website. https://
… Core business around addressability
… Resources
… Apple and Google FAQs answering industry questions
… aggressive timelines to meet market
… Our members are members of the 6 convening trade orgs
… January, call for code contributions
… lots of talk of TradeDesk ID 2.0
… Business Use Cases; Tech Standards for pub comment
… Policy principles and framework coming soon.
… Welcome your questions and comments.
… Alex and other core participatns
<Zakim> kleber, you wanted to ask for a clear definition of "addressable"
kleber: can you give a clear definition what you mean by "addressable"?
… didn't see a definition of business use cases doc
… saw only "addressable TV", was not clear to me whether any part of Chrome Privacy Sandbox qualified
https://
MichaelD: left out on purpose to get more consensus, and needs to be revisited
… for the purpose of the use case doc, was about use or lack of use of identifiers for messaging to consumers
… I'll raise that on our to-do list
… data to do personalized marketing and advertising to consumers
jrosewell: thanks for sharing views from this important stakeholder group
… beholden on us in W3C to read and listen to this group
… term I'm looking at is optimization
… advertisers looking at how web can compete with other platforms
… identifiers one way of achieving optimization
… can you say more?
MichaelD: thanks. your question about the how, what are you optimizing and how
… talking a lot about identifiers at a point in time
… PRAM about personalization, with or without identifiers
… optimization can be done in a number of ways
jrosewell: the business perspective of the importance of optimization for advertisers
MichaelD: assume you're talking about efficiencies
… systems that exist, how to correct when they break
… if we lose those efficiencies, some advertisers will pull back, others may overinvest
… anyone's guess what anyone will do
… optimization is at the core, vital
… eager and optimistic that coming solutions will meet or exceed what we've done in the past
… need to test on specific use cases
… priority use cases, we surveyed advertisers and publishers for most important
AramZS: useful to hear you talk through how use case doc was created
… don't see copyright info; if you have use cases we haven't yet document, can we copy into our use cases?
MichaelD: feel free, with the caveat that this is a live document and frequently changing
… feel free to link or copy and paste
AramZS: Question of responsible and addressable
… lots of us come with perspective that users don't want to be 1:1 tracked
… so it's impossible to have completely win-win-win
… eg. some businesses do individual fingerprinting, which users don't want. Not all can win
… To whom are you responsible? for which use cases can we re-create
MichaelD: it is a quandary, there are many agendas and perspectives
… lots of TBD
… what should be done, can be done, what do consumers want, around the world?
… we're trying to do what's right for consumers, regulatory environment, businesses
AramZS: you're not closing off the option of re-creating 1:1 inndividualized user tracking, correct?
MichaelD: At this point, all options are on the table being evaluated
… looking at all available opportunities driven by consumer needs and privacy
… we're in the same community together
… these are difficult conversation, trying to provoke and facilitate
Michael_Lysak: Aram has made some great points about publisher use cases
… but don't think all publishers are on the same page about 1:1 identifiers going away or beinga bad thing
… perspective varies by proposal, discussion
<AramZS> SWAN == SWAN.community in this context?
<GarrettJohnson> Opinions may even differ from one Michael to the next!
Michael_Lysak: even in W3C, wide variety of opinions
… I notice you have a lot of groups in business use cases doc
… concerned that publisher-trusted-agent use case gets left out
<AramZS> Yes, sorry, didn't want to misrepresent anyone here as potentially wanting to preserve users' privacy or moving forward from the status quo, presumably that is not everyone.
Michael_Lysak: where there's a notion of exposing information to the publisher.
… believe one of the services we provide to the publisher is transparency to them
… any use cases for publisher-trusted agent? is there opportunity to give feedback from that perspective
MichaelD: happy to be your point of contact, welcome feedback
… recognize that not everything is in there yet
jrosewell: W3C priority of constituencies; who speaks for people?
… a recent doc I'll link in the minutes
<robert> queue closed. but can i still make a remark?
<robert> rblanck
<robin> I know the queue is closed, but for the record: PRAM do not speak for publishers, as usual publishers and their trade associations speak for publishers
jrosewell: perhaps we can get government input as well
<gendler> I object to jrosewell's statement that this presentation has spoken for publishers. +1 to Robin
<jrosewell> https://
<AramZS> +1 from me as well
MichaelD: I'm also a member of this community, and welcome the discussion across communities
<jrosewell> G7 article - https://
RobertBlanck: from European perspective, might be some missing elements in PRAM
<AramZS> What document about the history of DNT is being referred to by you jrosewell?
RobertBlanck: from European publisher side
MichaelD: WFA is one of our convening trades, aming for global representation
wseltzer: look forward to incorporating more use cases and conversation
ML Challenge (Basile Leparmentier) https://lists.w3.org/Archives/Public/public-web-adv/2021Apr/0012.html
<bLeparmentier> https://
bLeparmentier: with adKDD, we're launching machine learning challenge
… inspired by measurement challenge from Google
<jrosewell> AramZS: this is the document covering DNT/W3C - https://
bLeparmentier: Complex, because new kinds of data
<AramZS> Thanks, wasn't sure what you were referencing
bLeparmentier: challenge to help people learn how to work with differential privacy and measure the impact of some of the choices we're making
… e.g. the epsilon parameter, tradeoffs and impact on performance
… challenge will open sometime next week
… welcome participation
… we'll release a big data-set
… to give real-world examples for experimentation
… hope we'll be able to learn, improve outcomes of measurement proposal
bLeparmentier: if you want to participate, contact me, and I'll link it in the issue
mehul_: thanks for setting up that competition
… what do you see as primary task?
… conversion optimization, real-time bid optimization...
bLeparmentier: challenge will be on clicks
… start with easy set-up
… then later we can move to sales
… What we will noise will be ...
… At the end of the challenge, we'll release full data-set
mehul_: labels are noised-up
bLeparmentier: features are hashed, but not noised
Publisher deal types in use cases (Aram Zucker-Scharff) https://github.com/w3c/web-advertising/issues/111
AramZS: Don, you and your org created a bunch of material
DonMarti: sent a PR to the use case discussion
… we have bottom-up use cases
AramZS: in terms of deals, welcome more input from those who use different kinds of deals
… please add info on use cases you know
wseltzer: feel free to merge PRs once they've had a review
[adjourned]