Meeting minutes
Opening comments
Alan: thanks for joining
... reaching the end of our fiscal year; best recruiting year since 2013
... thanks for your help!
... Next year is looking even better
... Recently held successful AC meeting. Pre-recorded talks followed by synchronos Q&A
... Also Intro day
... As world evolves virtually, need for web standards grows
Discussion on Web Advertising
<wseltzer> https://
Wendy: Thanks for joining
today. I pasted into the Zoom chat and IRC the github repository where
we're hosting the conversations about Web Advertising.
… We have a huge number of ideas and proposals that
we've seen.
… The readme lists things but I want to show you the
places to point people for an overview.
… We're looking at privacy preserving means for
advertising and web monetization
… This is alternatives to web-wide tracking that still
gives marketers ways to reach audiences and drive monetization.
… This generated a ton of use cases. The Advertising
Use Cases document is a deep dive into what folks need from the
advertising technology.
… Not in specific technologies but in things like
understaning conversions.
… The goal in this document is to spell out in
increasing detail what the business needs are and then lay out
proposals to meet those.
… So when a publisher brings a case forward they want
things like ad safety
… Affiliate Marketing - I want to send folks to a site
and get a percentage of the transactions completed there.
… For each of these we list what proposals have come
forward to meet those.
… Where we see no support it is a call to action for
folks to develop proposals for them.
… That's the Advertising Use Case document.
… That's the best document to use in marketing the
group.
… It's in an easy to digest format to find use cases.
… Help them see how to get engaged in the process.
… Bring a new use case or a variant for an existing
one.
… Come to the group and as where to engage.
… They could be told which has it or what group is
discussing similar ideas.
… Many of the ideas or being developed as incubating
ideas elsewhere - Privacy CG or Web Platform CG.
Wendy: So where's the most
activity happening? The group's activity exploded by browsers
announcing the deprecation of 3rd party cookies.
… A lot of the activity has been around the suite of
proposal's Google has put together under their Privacy Sandbox -
predominantly around FLOC and now a bunch of other bird names
… Turtledove is a browser centric auction mechanism.
How to determine what to show a user without making is known to the
browser.
… Several of the others are additions or modifications
of that.
… Folks from the ad network segment proposing how to
run the auction outside the browser.
… Google has grouped these as FLEDGE
… Parakette is MSFT's proposal which has been having
some side meetings
… The aggregate measurement and reporting APIs are all
here
… The other thing we have is a dashboard that pulls
the issues together
… Our meetings attract more than 100 people each week.
… They typically have the presentation of a proposal
or input from a liaison group like FRAM or IAB Tech Lab
… Occasionally we'll cover a piece of technology
… Some times it's very detailed, others it's a higher
level business discussion.
… It's a good place for information sharing around Web
Advertising and how different parties are addressing that.
Wendy: How can I be helpful to you in reaching out to folks that might be interested?
<wseltzer> https://
<wseltzer> Use Cases Document
<wseltzer> https://
Vagner: How many people are engaged? What's the profile of participants?
Wendy: We currently have 362
representing 107 organizations.
… From the browser side we have Chrome, Edge, Safari,
Apple, sometimes Brave.
… We have publishers like NYT and Washington Post
… We have organization who work on behalf of
publishers like Cafe Media
… We have magazine folks like Meredith
… many from ad tech companies
… Folks like Facebook are in there
… There is also a grouping presentation we have
Bill: Your mention of the
news industry, I'm a member of IPTC and I'm suppose to be in their
spring meeting right now
… There's some synergy there, I have Jean Spellman
presenting, but I'm thinking it would be of high interest for them
to hear this.
Wendy: Terrific! That would be a great thing to talk about.
Bill: We are considering it a win that Robin is speaking tomorrow.
Paul: I do see that there
are issues that are being picked up by this group on Payments.
… Obviously a lot of Web Advertising is tailored and
flexible, so weaving capability to make it tuned into various
audiences is important
… Also there are needs on an international basis
… And to make sure the revenue flows properly
… Are there ppv and other commissions that need to be
paid
… I will look through some of the difference sources
… I'm wondering if there are any of the payments folks
involved
… card brands, gateways, etc.
Wendy: We have not talked
about the payment aspect of advertising and it's clearly something
these participants all have to deal with.
… They have primarily been focused on the end user
side.
… The group also hasn't talked about micro payments.
… But the notion of attribution has come up, someone
shows the placement of an ad generates revenue.
… There could be an interesting connection. I don't
think we have participants from the space but it could be an
interesting extension.
Paul: In looking at the
social media platforms, when you look at what TikTok has triggered in
the world.
… If you look at the monetization of these platforms
it's Web Advertising and promotion.
… More consumer centric and the corresponding agenda.
Wendy: The closest I can
think of now is Cafe Media representing a publisher on behalf of a
large number of small users.
… It would be interesting to get more input from that
community.
Paul: I'll keep this on my
mind as I engage in the Payments world.
… I also think the Merchant community, hospitality,
airlines and so on.
… They are looking more and more at Web Advertising
and the payment channels in bolt directions.
<Zakim> xiaoqian, you wanted to ask about the role of the Privacy CG
Xiaoqian: I'm wondering what the role of the Privacy CG is and what's the expected outcome from these two groups?
Wendy: Privacy CG launched about a year ago and they are looking at Privacy protection.
<wseltzer> https://
Wendy: Private click protection is an example.
<wseltzer> https://
Wendy: They are looking at
measuring the attribution and measurement of advertising.
… That's a place where there's lots of interest,
building features formally done by 3rd party cookies.
… Because of the structure of W3C groups, a BG
discusses the needs, a CG or WG builds specifications and gets IP
commitments.
… Where CGs do it on a draft basis.
… In the case of private click measurement, the
expected outcome is updates to HTML so those would come out of
WHATWG.
Xiaoqian: Is there buy in from the browser vendors on the privacy click proposal?
Wendy: That's being
championed by Apple and has expersions of interest from two
implementers.
… One of the questions as these move forward is can
the multiple proposals be harmonized.
Wendy: Feel free to reach
out to me if you have someone that's interested in this work.
… I've been doing lots of outreach and we get lots of
good participation that way.
Things happening you should pay attention to
Alan: what else is happening: TPAC will be virtual, over 2 weeks
... breakout week: 18 October
... then cross-group meetings the following week
... Evangelists and chapters are invited to attend those meetings
... Sponsorship opportunities
... New this year, a public element to the exhibition space.
... opportunity to talk to the public
... tiers of value, demos
... will be sharing info with you
... Welcome to Jose and Daniel from our newest chapter: Uruguay and Argentina
... Upcoming workshop: Color on the Web
Alan: upcoming Smart Cities Workshop
... still time to register, present
... Next meeting: June 14, Ian and Nick will talk about Payments
... following, Publishing
... November, decentralized identifiers and identity
.. All the videos of these meetings are linked from @@ page