Post 19.05 Web-Adv BG call - regarding One-to-One Personalization and request for Browser-side personalization point on next agenda.

Hi Web Advertising BG,

We are grateful for yesterday's discussion on Web Advertising BG call about 1:1
Personalization Use Case
<https://github.com/RTBHOUSE/web-advertising/blob/personalization/personalization.md>
and
we find all comments valid and useful.


benjaminsavage <https://github.com/benjaminsavage> - thank you for sharing
your thought on the user's need to feel “comfort and protection” in the
Web. We share the sentiment and strongly believe it is a must and we're
devoted to working with this goal in mind so that Web can be the platform
where the user feels well and wants to spend quality time.


So, let's think about what is causing the discomfort on the user end?


According to Google's "Giving users more transparency, choice and control
over how their data is used in digital advertising"
<http://services.google.com/fh/files/misc/industry_request_for_comment_v1.0..pdf>
Proposal
doc:


"For many people, the digital advertising ecosystem is complex and opaque.
> They don’t feel that they have enough visibility into, and control over,
> how their data is being used for ads, including what data is collected, who
> is collecting it, and with whom it’s being shared."


To mitigate any discomfort for a user while browsing the Web it is
important to keep user posted/notified about:

   1. What data is being collected, by Advertiser and why?
   2. What advertiser is responsible for an ad?
   3. What user’s event/action caused an ad to appear?

If the user will know all answers next to served ad this will build trust
and transparency between the advertiser and user.


Clearly, the main driver for any discomfort is a lack of transparency about
data flow in advertising and lack of knowledge about the main cause who is
behind this ad and why this ad appeared to the user in the first place.

It is highly unlikely that discomfort may appear after a directly
personalized message if the answers to the questions above are clear to the
user.


We find TURTLEDOVE <https://github.com/michaelkleber/turtledove> proposal
from michaelkleber <https://github.com/michaelkleber> doing a great job in
this matter including a clear space for User Interface Controls
<https://github.com/michaelkleber/turtledove#user-interface-controls>.

This proposal gives a straightforward scenario and answers:

   - Who stands behind this ad served to a user.,
   - Who added a user to a list, when and how this list was named.

Additionally, it is great to see a good job on improvements made by
Facebook disclosing informative "Why am I seeing this ad?" and quite recent
changes on Google ads regarding advertiser identity verification
<https://www.blog.google/products/ads/advertiser-identity-verification-for-transparency/>
..


Personalization made properly delivers high-quality clarity in the 1:1
relation between a user and an advertiser.

Looking from a user perspective - If I know shop1.example.com is behind the
particular ad:

   - This is the main reason - I’m seeing it because shop1.example put me
   on some list.
   - It’s personalized - based on my last activity on shop1.example..com.
   - And that’s it - there’s nothing foggy happening underneath


Regarding yesterday's concerns about technical ability to offer 1:1
personalization without being associated with loss of privacy We'd like to
hear your thoughts from all group members on our proposal to extend
TURTLEDOVE <https://github.com/michaelkleber/turtledove> with
privacy-preserving Browser-side personalization
<https://github.com/michaelkleber/turtledove/issues/31> and continue to
work together on improving privacy in web advertising.


@Wendy - We would appreciate adding the above item (Browser-side
personalization <https://github.com/michaelkleber/turtledove/issues/31>) as
a point for the upcoming call.


Thanks,

Lukasz


Pozdrawiam, | Best wishes,

Lukasz Wlodarczyk
Director, Global Inventory Partnerships
M: +48 501 86 87 33
E: lukasz.wlodarczyk@rtbhouse.com

RTB House SA
61/101 Złota Street, Warsaw 00-819
T: +48 22 188 12 71
www.rtbhouse.com <//www.rtbhouse.com>


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