PARAKEET & retargeting - ad selection

[jonasz]

Hi,

In PARAKEET the ad selection is based on anonymized signals (c', s'). This is also true for MACAW, which picks an ad set based on these anonymized signals.

In https://github.com/WICG/privacy-preserving-ads/issues/34#issuecomment-932240625 I expressed some worries about how c' may not carry enough information for retargeting purposes.

I was wondering, could the ad selection process perhaps be moved to the time when joinAdInterestGroup is called?

const AdInterests = {'origin': 'www.advertiser.com',
                     'business': 'advertiser name'
                     'interests': ['athletic-shoes',...]
                     'representations': [ Model1, Model2 ]
                     'readers': ['first-ad-network.com',
                                 'second-ad-network.com'],
                     'adUrl': 'advertiser.com/ad-for-athletic-shoes',  // new field, optional
                };
navigator.joinAdInterestGroup(AdInterests, 30 * kSecsPerDay);

At the time of joinAdInterestGroup the advertiser has all the first party data necessary to pick an ad for the user, so the problem of c' potentially being too coarse for effective ad selection would be solved. This information would not be propagated to the ad server during an auction. Also note that this field may be completely optional.

Effectively, the advertiser would be able to say: "if I ever win an auction, I want to display the ad that was specified in adInterests.adUrl".

Best regards, Jonasz

[KeldaAnders]

@jonasz Thank you for opening. If you're available, please join this Wednesday's, Oct 6th biweekly call to walk the group through your thoughts on this. -https://github.com/WICG/privacy-preserving-ads/issues/3

[jonasz]

Hi Kelda, sure, I'll be happy to join and discuss.