Re: [web-adv] February 1 agenda

Sure, Nick!  Authenticated Marketing is marketing to known users who have
identified themselves (vs. anonymous users).  Authenticated Marketing use
cases are things like:

   - personalizing the web site
   - streamlining the user journey (such as when a site says you were last
   doing X here, would you like to go there again?)
   - A/B testing
   - personalizing chat bot interactions
   - sharing the user's preferences across browsers and devices
   - emailing users with newsletters, promotions, abandoned carts, etc.
   - *and* creating audience segments based on user behavior for marketing
   or advertising purposes

Advertising is a form of Marketing, but Marketing is really all about
understanding who your customers are and building and maintaining
relationships with them.  So anything that falls under communicating with
the user can be considered Marketing too.

Federated identity is an advertising topic because, as Katherine mentioned,
there are advertising solutions to the loss of third-party cookies that
instead use global identifiers and first-party cookies (generally
speaking).  The first-party cookies are joined together, for lack of a
better term, by the different domains having the same global identifier for
a user.  As it stands today, when a user logs in using an identity
provider, the identity provider might provide the site with the global
identifier, which supports the ability to do this.  FedCM, on the other
hand, would give site-specific identifiers instead - so while it will
support marketing to the user while they're on the site, it won't support
marketing or advertising to them across domains.

Hopefully this helps make it a little clearer, but just let me know if it
really doesn't - or if you have any other questions.

Thanks!
- Kris


------------------------------
Kristen Chapman

Salesforce Marketing Cloud
kristen.chapman@salesforce.com
508.282.0807




On Thu, Feb 3, 2022 at 5:26 PM Nick Doty <ndoty@cdt.org> wrote:

> Katherine, Kris or others -- could you explain a little more what the
> authenticated marketing use cases are? I'm not familiar with "authenticated
> marketing" as a term of art and I don't see it included in the "advertising
> 101" or "advertising use cases" documents that the group has compiled so
> far.
>
> I appreciated the presentation on the last call, but still wasn't entirely
> clear on why federated login was an advertising topic. But perhaps these
> use cases can help me draw out that connection. If a user is logging in
> using an identity provider, is the goal for that identity information to be
> re-used, by either the relying party or the identity provider, to target or
> deliver advertising to them?
>
> Thanks,
> Nick
>
>
> On Thu, Feb 3, 2022 at 2:05 PM Kris Chapman <
> kristen.chapman@salesforce.com> wrote:
>
>> Hi Katherine -
>>
>> To try and answer your question here, I would say FedCM is not going to
>> support authenticated marketing use cases *if* the use cases involve going
>> across domains.  I'm adding in a few folks too, for the visibility and so
>> they can chime in too if they'd like - but here's my reasoning.  If a user
>> logs in to a site using an identity provider, the browser is going to do
>> it's best to steer the user towards using a directed identifier that is
>> specific to the site/service, instead of a global identifier like a user's
>> email address.  So the site could personalize their user experience and
>> market to the user while on the site.  If the user chooses to give the site
>> their email address too (by doing something like signing up for a
>> newsletter), then the site's going to be able to use that information in
>> the way the user has agreed to - but that's outside of FedCM.
>>
>> I know this might be a confusing answer.  I will be in the next meeting,
>> though, and can do my best to explain there - or answer any other questions
>> folks have, too.  This time, though, I say we let Josh go first so I don't
>> eat up all the poor man's time!
>>
>> Thanks!
>> - Kris
>>
>>
>> ------------------------------
>> Kristen Chapman
>>
>> Salesforce Marketing Cloud
>> kristen.chapman@salesforce.com
>> 508.282.0807
>>
>>
>>
>> On Wed, Feb 2, 2022 at 2:54 PM Katherine Wei <kwei@zetaglobal.com> wrote:
>>
>>> Hello W3C Web Adv group,
>>>
>>>
>>>
>>> Thanks to Kris and Josh for presenting at the last meeting. I want to
>>> confirm we will also have time next meeting for follow-up questions about
>>> FedCM and Topics in the Privacy Sandbox.
>>>
>>>
>>>
>>> In particular, Zeta Global is interested in whether FedCM will support
>>> authenticated marketing use cases via third party identity providers.
>>>
>>>
>>>
>>> Thank you,
>>>
>>> Katherine
>>>
>>>
>>>
>>>
>>>
>>>
>>> <https://zetaglobal.com/>
>>>
>>> Katherine Wei
>>>
>>> Principal Product Manager
>>>
>>> a: 3 Park Ave, 33rd Floor, New York, NY 10016
>>>
>>> e: kwei@zetaglobal.com w: www.zetaglobal.com
>>>
>>> <https://www.linkedin.com/company/zetaglobal/>
>>> <https://www.instagram.com/zetaglobal/>
>>> <https://www.facebook.com/ZetaGlobal/>
>>> <https://twitter.com/ZetaGlobal>
>>>
>>> <https://bit.ly/3nttZ41>
>>>
>>> This message contains information which may be confidential and
>>> privileged. You may not use, copy, or disclose to anyone, the message, or
>>> any information contained in this message for purposes not intended by the
>>> sender. If you have received the message in error, please advise the sender
>>> by reply e-mail, and delete the message.
>>>
>>> *From:* Zucker-Scharff, Aram <Aram.Zucker-Scharff@washpost.com>
>>> *Sent:* Tuesday, February 1, 2022 9:50 AM
>>> *To:* Wendy Seltzer <wseltzer@w3.org>; public-web-adv@w3.org
>>> *Subject:* Re: [web-adv] February 1 agenda
>>>
>>>
>>>
>>> *[=EXTERNAL=] *
>>> * This email was sent from/by an external system unknown to
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>>> forms, please confirm with the sender that these are safe and as intended.
>>> If this email has any attachments, ensure that the attachments are from a
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>>>
>>> Hi all,
>>>
>>>
>>>
>>> Wanted to add to our agenda three things from the GitHub issues:
>>>
>>>
>>>
>>>    - A quick report on PATCG Progress
>>>    - A note on a need for GeoIP use cases
>>>    - A review of the state of First Party Sets and request for feedback
>>>    from the group on the current state of the proposal vs use cases.
>>>
>>>
>>>
>>> -- Aram Zucker-Scharff
>>>
>>> The Washington Post
>>>
>>> +1-703-829-0532
>>>
>>>
>>>
>>>
>>>
>>> *From: *Wendy Seltzer <wseltzer@w3.org>
>>> *Date: *Tuesday, January 25, 2022 at 5:07 PM
>>> *To: *public-web-adv@w3.org <public-web-adv@w3.org>
>>> *Subject: *[web-adv] February 1 agenda
>>>
>>> CAUTION: EXTERNAL SENDER
>>>
>>> Hi Web Adv BG,
>>>
>>> We have two items proposed for our 1 February meeting, Federated
>>> Credential Management (FedCM) and the Topics API.
>>>
>>> Agenda, 1 February (Tuesday, 11am Eastern / 1600 UTC)
>>>
>>> agenda+ Introductions and Agenda Curation
>>> agenda+ Federated Credential Management and the FedID CG (Kris Chapman)
>>>
>>> https://urldefense.com/v3/__https://fedidcg.github.io/FedCM/__;!!M9LbjjnYNg9jBDflsQ!SLdMP0DWWkGgBdCqm9MNbX_b7dLwdAnPgsXP7BekoUA80HfcWjJ11E0rTZMSPsl91WJJKzffuCE$
>>> <https://nam11.safelinks.protection.outlook.com/?url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Ffedidcg.github.io%2FFedCM%2F__%3B!!M9LbjjnYNg9jBDflsQ!SLdMP0DWWkGgBdCqm9MNbX_b7dLwdAnPgsXP7BekoUA80HfcWjJ11E0rTZMSPsl91WJJKzffuCE%24&data=04%7C01%7Ckwei%40zetaglobal.com%7Cb30b97768e2e44c1b7aa08d9e59a9aed%7C47049324c4984be5acf70154448a1107%7C1%7C0%7C637793276103105963%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000&sdata=rA14KsQZy86fmrwwo89FvpsIOW3o3bGalfUEffT1AxY%3D&reserved=0>
>>> agenda+ Topics API (Josh Karlin)
>>>   https://github.com/jkarlin/topics
>>> <https://nam11.safelinks.protection.outlook.com/?url=https%3A%2F%2Fgithub.com%2Fjkarlin%2Ftopics&data=04%7C01%7Ckwei%40zetaglobal.com%7Cb30b97768e2e44c1b7aa08d9e59a9aed%7C47049324c4984be5acf70154448a1107%7C1%7C0%7C637793276103105963%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000&sdata=Hq%2FofoQYdocDEysEkPVKZOMKNU38xX7teuz7wjBnvmw%3D&reserved=0>
>>> agenda+ Dashboard, planning upcoming agendas
>>>
>>> https://urldefense.com/v3/__https://w3c.github.io/web-advertising__;!!M9LbjjnYNg9jBDflsQ!SLdMP0DWWkGgBdCqm9MNbX_b7dLwdAnPgsXP7BekoUA80HfcWjJ11E0rTZMSPsl91WJJMEzLI6I$
>>> <https://nam11.safelinks.protection.outlook.com/?url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Fw3c.github.io%2Fweb-advertising__%3B!!M9LbjjnYNg9jBDflsQ!SLdMP0DWWkGgBdCqm9MNbX_b7dLwdAnPgsXP7BekoUA80HfcWjJ11E0rTZMSPsl91WJJMEzLI6I%24&data=04%7C01%7Ckwei%40zetaglobal.com%7Cb30b97768e2e44c1b7aa08d9e59a9aed%7C47049324c4984be5acf70154448a1107%7C1%7C0%7C637793276103105963%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000&sdata=b2n8E%2BmgNEJ424b6c2QD5NUkSpgYDcfb2e2fS%2FI6kKw%3D&reserved=0>
>>>
>>> https://urldefense.com/v3/__https://w3c.github.io/web-advertising/dashboard/__;!!M9LbjjnYNg9jBDflsQ!SLdMP0DWWkGgBdCqm9MNbX_b7dLwdAnPgsXP7BekoUA80HfcWjJ11E0rTZMSPsl91WJJpcjSlRQ$
>>> <https://nam11.safelinks.protection.outlook.com/?url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Fw3c.github.io%2Fweb-advertising%2Fdashboard%2F__%3B!!M9LbjjnYNg9jBDflsQ!SLdMP0DWWkGgBdCqm9MNbX_b7dLwdAnPgsXP7BekoUA80HfcWjJ11E0rTZMSPsl91WJJpcjSlRQ%24&data=04%7C01%7Ckwei%40zetaglobal.com%7Cb30b97768e2e44c1b7aa08d9e59a9aed%7C47049324c4984be5acf70154448a1107%7C1%7C0%7C637793276103105963%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000&sdata=EbsI06hn99%2FADLzpeeM7kbyjFDRkYDXgD5r2dt7zvwg%3D&reserved=0>
>>> agenda+ AOB
>>>
>>>
>>> Calendar and join information:
>>>
>>> https://urldefense.com/v3/__https://www.w3.org/events/meetings/fc844b5a-0f36-4667-af7e-ca5d7d1e50a5/20220201T110000__;!!M9LbjjnYNg9jBDflsQ!SLdMP0DWWkGgBdCqm9MNbX_b7dLwdAnPgsXP7BekoUA80HfcWjJ11E0rTZMSPsl91WJJ57bPfIE$
>>> <https://nam11.safelinks.protection.outlook.com/?url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Fwww.w3.org%2Fevents%2Fmeetings%2Ffc844b5a-0f36-4667-af7e-ca5d7d1e50a5%2F20220201T110000__%3B!!M9LbjjnYNg9jBDflsQ!SLdMP0DWWkGgBdCqm9MNbX_b7dLwdAnPgsXP7BekoUA80HfcWjJ11E0rTZMSPsl91WJJ57bPfIE%24&data=04%7C01%7Ckwei%40zetaglobal.com%7Cb30b97768e2e44c1b7aa08d9e59a9aed%7C47049324c4984be5acf70154448a1107%7C1%7C0%7C637793276103105963%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000&sdata=UBjuuqURobtbRyc%2F3iEb8HsqIUhweJO8EqZNXj7hKxk%3D&reserved=0>
>>>
>>> Join us on irc,
>>> https://urldefense.com/v3/__https://irc.w3.org/__;!!M9LbjjnYNg9jBDflsQ!SLdMP0DWWkGgBdCqm9MNbX_b7dLwdAnPgsXP7BekoUA80HfcWjJ11E0rTZMSPsl91WJJjlnOfto$
>>> <https://nam11.safelinks.protection.outlook.com/?url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Firc.w3.org%2F__%3B!!M9LbjjnYNg9jBDflsQ!SLdMP0DWWkGgBdCqm9MNbX_b7dLwdAnPgsXP7BekoUA80HfcWjJ11E0rTZMSPsl91WJJjlnOfto%24&data=04%7C01%7Ckwei%40zetaglobal.com%7Cb30b97768e2e44c1b7aa08d9e59a9aed%7C47049324c4984be5acf70154448a1107%7C1%7C0%7C637793276103105963%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000&sdata=gyujHfhEtKvOYw6F6YceofxlkSspCLx8yUwyjX9RIWs%3D&reserved=0>
>>> channel #web-adv
>>>
>>> --Wendy
>>>
>>> --
>>> Wendy Seltzer -- wseltzer@w3.org +1.617.715.4883 (office)
>>> Strategy Lead and Counsel, World Wide Web Consortium (W3C)
>>>
>>> https://urldefense.com/v3/__https://wendy.seltzer.org/__;!!M9LbjjnYNg9jBDflsQ!SLdMP0DWWkGgBdCqm9MNbX_b7dLwdAnPgsXP7BekoUA80HfcWjJ11E0rTZMSPsl91WJJRPU0H9o$
>>> <https://nam11.safelinks.protection.outlook.com/?url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Fwendy.seltzer.org%2F__%3B!!M9LbjjnYNg9jBDflsQ!SLdMP0DWWkGgBdCqm9MNbX_b7dLwdAnPgsXP7BekoUA80HfcWjJ11E0rTZMSPsl91WJJRPU0H9o%24&data=04%7C01%7Ckwei%40zetaglobal.com%7Cb30b97768e2e44c1b7aa08d9e59a9aed%7C47049324c4984be5acf70154448a1107%7C1%7C0%7C637793276103105963%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000&sdata=OedMTS4Y99fwGSXdpcQGDzvYK1G0vd%2FIVKDlaoCzC20%3D&reserved=0>
>>> +1.617.863.0613 (mobile)
>>>
>>>