- From: Arthit Suriyawongkul <arthit@gmail.com>
- Date: Wed, 20 Dec 2023 22:23:30 +0000
- To: Data Privacy Vocabularies and Controls Community Group <public-dpvcg@w3.org>
Classes related to advertising industry: (1) IRI https://w3id.org/dpv/dpv-pd#AdvertisingID Term: AdvertisingID Label: Advertising ID Description: Information about a unique user ID assigned to a device or an operating environment, to help advertising services personalize their offers. SubType of: dpv-pd:DeviceBased dpv-pd:Identifying Source: https://en.wikipedia.org/wiki/Advertising_ID and audience_id in IAB Tech Lab Data Transparency Standard 1.1 https://iabtechlab.com/standards/data-transparency/ (2) IRI https://w3id.org/dpv/dpv-pd#PurchaseIntention Term: PurchaseIntention Label: Purchase Intention Description: Information about current in-market purchase intent SubType of: dpv-pd:Intention dpv-pd:Transactional Source: IAB Tech Lab Audience Taxonomy https://iabtechlab.com/standards/audience-taxonomy/ See Also: dpv-pd:Purchase -- "An advertising ID is a unique user ID assigned to a mobile device (smart phone, tablet computer), or operating environment, to help advertising services personalize their offers.[1] It can be sent to advertisers and other third parties which can use this unique ID to track the user's movements, habits, and usages of applications.[2] There is a potential for such technology to replace magic cookies." https://en.wikipedia.org/wiki/Advertising_ID -- In its Audience Taxonomy, Interactive Advertising Bureau (IAB), uses demographic, purchase intent, and interest for the audience segment. DPV-PD already has dpv-pd:Demographic and dpv-pd:Interest classes. Having a dpv-pd:PurchaseIntention will make DPV-PD able to closer align with practices in the advertising industry. *I use the term (Purchase) "Intention" here instead of "Intent", as appeared in IAB Audience Taxonomy, to make it consistent with dpv-pd:Intention. While DPV already has dpv-pd:Purchase and dpv-pd:PurchasesAndSpendingHabit classes, they are both for purchases that have been made in the past. -- For an illustration of how these Demographic, Interest, and Purchase Intention are used, consider a possible taxonomy_id_list, which is a required field in the IAB Tech Lab Data Transparency Standard 1.1 Minimum Segment Disclosure. "7;20;66;123;246;641;843|PIPR8;824|PIFI2" - ID 7 : Demographic | Age Range | 35-39 | - ID 20 : Demographic | Education & Occupation | College Education | - ID 66 : Demographic | Household Data | $50000 - $74999 | - ID 123: Demographic | Household Data | 2 Adults | - ID 246: Interest | Automotive | Auto Technology | - ID 641: Interest | Sports | Field Hockey | - ID 824: Purchase Intent* | Automotive Ownership | Green Vehicles | - has New Vehicles as a Parent - Future Buyer Intent Medium - ID 843: Purchase Intent* | Automotive Ownership | Budget Cars | - has Pre-Owned Vehicles as a Parent - with a modifier PIPR6: Past Purchase Recency > 12 months The example is adapted from these documents [1] https://iabtechlab.com/wp-content/uploads/2022/08/IAB-TL-Data-Transparency-Standard-Disclosure-Schema-1.1-Final-1.26.21.pdf [2] https://iabtechlab.com/wp-content/uploads/2022/02/IAB-Tech-Lab-Taxonomy-and-Data-Transparency-Standards-to-Support-Seller-defined-Audience-and-Context-Signaling.pdf [3] https://app-api.datalabel.org/docs/enums -- To be more conservative and not introducing unnecessary new classes: When look at Purchase Intent modifiers in [3], - a user can declare their own PIPRs (Past Purchase Recency) and PIPFs (Past Purchase Frequency) can be subtypes of dpv-pd:Purchase, - a user can also declare their own PIFIs (Future Buyer Intent) can be a subtype of dpv-pd:PurchasesAndSpendingHabit - if the "Habit" can also include the tendency in the future. And maybe there will be no need to have a separate dpv-pd:PurchaseIntention. -- cheers, Art
Received on Wednesday, 20 December 2023 22:23:49 UTC