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Community & Business Groups

Improving Web Advertising Business Group

The mission of the Improving Web Advertising Business Group is to identify areas where standards and changes in the Web itself can improve the ecosystem and experience for users, advertisers, publishers, distributors, ad networks, agencies and others, and to oversee liaison with existing Working Groups and to create new Working Groups as needed

Note: Community Groups are proposed and run by the community. Although W3C hosts these conversations, the groups do not necessarily represent the views of the W3C Membership or staff.

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What does it mean to “improve” Web advertising?

We hear both that advertising data is the Web’s new oil and its original sin; that ad-blocker-blocker-blockers are an escalating arms race; that users don’t want to pay for privacy or aren’t given the opportunity to do so, but are creeped out by tracking.

Amid the hubbub, W3C provides a discussion forum for consideration of features and changes to the Web Platform that could improve the web advertising experience. That means browsers, users, publishers, advertisers, and others in the ecosystem, thinking together about win-win-win scenarios and the technical changes needed to enable them. We offer a place for information-sharing, for example around experimental implementations, common challenges, and best practices.

What might this group propose? We don’t yet know. It depends upon who shows up and where they can reach agreement, because one of W3C’s core values is consensus. As a voluntary standards-setting organization, we work through the persuasion of good ideas and strong use cases. Join the fun! Areas of discussion include:

  • Performance and load-time improvements
  • Privacy-sensitive measurement
  • Consent management beyond cookies
  • Ad-display interoperability, including labeling and accessibility
  • Vocabulary for talking about these topics among different parts of the ecosystem

I’ll be talking about W3C’s work at NAB Show NY on October 18.

Improving Web Advertising (by changing the Web)

Advertising is an essential and critical part of the Web ecosystem, and plays an instrumental role in helping realize our vision of One Web for Everyone Everywhere. Advertising revenues help support a huge proportion of the content and services available to people on the Web, by covering cover day-to-day operational costs while allowing usage and access to all visitors.

Since the core Web platform was not designed with advertising use cases in mind, most current Web facing advertising technology has been built on top of application-level hacks which, too often, result in a substantially degraded end-user experience with ample opportunities for tampering and exploitation by malicious agents.

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