Re: [admin] Consensus Call: Adopting Privacy-Preserving Attribution into PATCG (#26)

@eriktaubeneck I object to adopting this proposal.

While PPA has a lot of good qualities viewed in isolation, the missing fraud reporting functionality means that it would create privacy and other risks for users if used on the real web. Users would also be indirectly harmed by other undesirable consequences of attribution going to fraudulent and/or monopolistic parties and not to legit sites.

Instead of proceeding with attempting to add fraud reporting features to this proposal (which may not be workable within advertiser budgets or sustainability goals), this group could build on [IAB Tech Lab ADMaP](https://iabtechlab.com/admap/) and extend it to make an attribution reporting system that is compatible with [Private Ad Technologies Principles](https://patcg.github.io/docs-and-reports/principles/).

(For example, see p. 15 of the spec: https://iabtechlab.com/wp-content/uploads/2024/10/ADMAP-Version-1.0-for-PUBLIC-COMMENT.pdf The "email address" and "phone number" key types are clearly not compatible with Principles, but an extended version could add an encrypted key type that a service, under control of the user, could resolve later.)

Currently ADMaP is further along on not just fraud issues, but also on industry contributions and requirements alignment. While ADMaP is not originally from W3C, and is not compatible with our Private Ad Technologies Principles as of version 1.0, at this point it already addresses some real-world privacy risks. This group now has an opportunity to work with the wider web advertising standards development community, not off in a separate space.

My suggested alternative is to adopt ADMaP v. 1.0 for discussion, and develop a fork,  with the understanding that it would be made available back to IAB Tech Lab for use by their members.

cc @seanturner @AramZS

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Received on Thursday, 17 October 2024 20:49:54 UTC