[meetings] Utility vs Privacy for attribution proposals (#25)

bmilekic has just created a new issue for https://github.com/patcg/meetings:

== Utility vs Privacy for attribution proposals ==
During the meeting yesterday the tradeoff between certain privacy considerations and utility was briefly discussed during @csharrison presentation. We ran out of time before we could get into the nitty gritty, but I think the question on this tradeoff as it pertains to the various attribution proposals (IPA, PCM, ARA) is critical.

On one hand, insufficient privacy protections (as deemed appropriate by browser vendors and consensus built here) is important and I imagine will be addressed in part by [the privacy principles we will document](https://github.com/patcg/meetings/issues/18), but on the other, limited utility could further encourage companies in the advertising ecosystem to [continue to] request and collect PII from end users (think Email addresses via login walls) so that they can get better utility "out of band" by matching them and the events that reference them with their partners. While not possible to prevent the latter altogether, I would argue that we could greatly discourage it by developing proposals and mechanisms that offer comparable utility.

So since we are going to be documenting privacy principles, do we think it would be possible to articulate what constitutes "acceptable utility"? As an example, which of the following are must have vs nice to have:

Does the attribution proposal being considered:
- Enable cross-device and cross-browser attribution measurement?
- Can be extended to support different *types* of attribution? e.g., fractional credit to individual impression events leading up to conversion vs last event, etc.
- Time delays acceptable?
- Fairness: ability for third-party vendors acting on behalf of a publisher or an advertiser, or both, to submit and receive reports
- What else?

Apologies if this is already addressed elsewhere or in another WG/CG, please point me there if that's the case.

Please view or discuss this issue at https://github.com/patcg/meetings/issues/25 using your GitHub account


-- 
Sent via github-notify-ml as configured in https://github.com/w3c/github-notify-ml-config

Received on Thursday, 10 February 2022 18:26:18 UTC