Activity Streams/Primer/Audience targeting

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Conceptually, every Object has both a Primary and Secondary audience. The Primary audience consists of those entities directly involved or owning the object. The Secondary audience consists of the collection of entities sharing an interest in the object but who might not be directly involved (e.g."followers").

For instance, suppose a social network of three individuals: Bob, Joe and Jane. Bob and Joe are each friends with Jane but are not friends with one another. Bob has chosen to "follow" activities for which Jane is directly involved. Jane shares a file with Joe.

In this example, Jane and Joe are each directly involved in the file sharing activity and together make up the Primary Audience for that event. Bob, having an interest in activities involving Jane, is the Secondary Audience. Knowing this, a system that produces or consumes the activity can intelligently notify each person of the event.

While there are means (based on the action type, actor, object and target of the activity) to infer the primary audience for many types of activities, heuristics do not work in every case and do not provide a means of identifying the secondary audience. The to, cc, bto and bcc properties may be used within an Object to explicitly identify the Primary and Secondary audiences.

The prototypical use case for an Object containing these properties is the publication and redistribution of objects through an intermediary. That is, an event source generates the object and publishes it to the intermediary which determines a subset of items to display to specific individual users or groups. Such a determination can be made, in part, by identifying the Primary and Secondary Audiences for each object.

When the event source generates the object and specifies values for the to and cc fields, the intermediary should redistribute that object with the values of those fields intact, allowing any processor to see who the object has been targeted to. This is precisely the same model used by the to and cc fields in email systems.

There are situations, however, in which disclosing the identity of specific members of the audience may be inappropriate. For instance, a user may not wish to let other users know that they are interested in various topics, individuals or types of events. To support this option, an implementation generating an object may use the bto and bcc properties to list entities to whom the object should be privately targeted. When an intermediary receives an object containing these properties, it must remove those values prior to redistributing the object. The intent is that systems must consider entities listed within the bto and bcc properties as part of the Primary and Secondary audience but must not disclose that fact to any other party.

Audience targeting information included within an Object only describes the intent of the object creator. With clear exception given to the appropriate handling of bto and bcc, this specification leaves it up to implementations to determine how the audience targeting information is used.