gangwang-google
commented
3 years ago Thank you for your questions.
One thing I am not sure to understand is, how does this proposal work with several Dovekey servers, as well as what is the relationship between the publisher and the dovekey server, if any?
The diagrams in Section Simplification of the flow is a simplification of real world deployment. In real production, we could have multiple Dovekey servers certified by browser vendors. Then multiple SSPs and DSPs can be supported by the multiple Dovekey servers.
In this deployment scenario, assuming that publishers’ SSP adopts the proposed design, the Dovekey server is a technical detail to bring IG ads demand to publishers. If we do it right, publishers may not experience degradation in publisher controls or sell side functionality (e.g. deals), or significant IG ads revenue drop, or noticeable user experience degradation on publishers' site.
One objective of this design is to minimize publishers’ overall adoption cost. Let’s discuss the best way to achieve that.
Assuming there can be several dovekey servers, managed by different entities, how does the browser choose which ones to call on a given publisher's page?
To set up a certified Dovekey server in production, browsers need to be configured to send ad requests to the Dovekey server, SSPs need to be configured to send conditional and unconditional bids to the same Dovekey server. Browser vendors and the ad tech industry may work together to flush out the deployment/configuration details.
For example, each browser may be configured to support a few Dovekey servers. The SSP’s ad tag can instruct the browser to send the Ad request (Step 1 in the diagram) to the preferred one among all configured Dovekey servers.
But how does that work if the same campaign gets delivered through different dovekey servers, managed by different entities? How does each Dovekey server knows how much of the budget was spent by the other dovekey servers?
If I understand it correctly, this seems to be a budget allocation problem, i.e. allocating budget across all sales channels, each of which has its own Dovekey server. Budget allocation problem is related to but distinct from the budget enforcement problem that the Dovekey Auction and Dovekey auction with secure 2PC explainers try to solve. Budget allocation is more at a higher (i.e. business) level, where budget reallocation is typically done with human intervention, at the frequency from a few times per day to once every few days. Budget enforcement is more at engineering level to prevent overspend or underspend, given an allocated budget. Budget enforcement (e.g. shutdown campaigns that are out of budget) or pacing adjustment is typically done automatically and frequently, e.g. once every 10 ~ 15 minutes.
Chrome aggregate measurement API may be an effective tool to assist budget allocation.
But how does the DSP knows which DoveKey server is initiating the auction, and whether that specific Dovekey server was sent the conditional bids from the DSP recently? Is there some protocol to pass the Dovekey Server identifier in bid requests, so DSPs know which DoveKey servers were sent the cached bids already?
The identity of the Dovekey server to initiate the auction may not be privacy sensitive. It seems reasonable to pass the ID of the Dovekey server downstream in the contextual ad request in Step 2 and Step 3.
jdelhommeau
Thank you for the proposal and the presentation during W3C meeting @gangwang-google !
One thing I am not sure to understand is, how does this proposal work with several Dovekey servers, as well as what is the relationship between the publisher and the dovekey server, if any?
Assuming there can be several dovekey servers, managed by different entities, how does the browser choose which ones to call on a given publisher's page?
Also, unsure how some of the feature described in the proposal would work with several dovekey servers. For example, the "Precise and timely budget and pacing control" says that Dovekey server will be updated with impressions made on a given campaign, so it can apply filter in case the campaign is ahead of budget or behind. But how does that work if the same campaign gets delivered through different dovekey servers, managed by different entities? How does each Dovekey server knows how much of the budget was spent by the other dovekey servers?
Similar question to what you described during the call. You mentionned that a DSP wouldn't need to return all its conditional bids (ie: IG bids) all the time in bid response, since the Dovekey server would cache them. But how does the DSP knows which DoveKey server is initiating the auction, and whether that specific Dovekey server was sent the conditional bids from the DSP recently? Is there some protocol to pass the Dovekey Server identifier in bid requests, so DSPs know which DoveKey servers were sent the cached bids already?
Thank you for your help clarifying this part.
Julien