Intent to Prototype: Protected Audience Bidding & Auction Services
Paul Jensen
Contact emails
paulj...@chromium.org, kle...@google.com
Explainer
Browser API: https://github.com/WICG/turtledove/blob/main/FLEDGE_browser_bidding_and_auction_API.md
Bidding & Auction Services: https://github.com/privacysandbox/fledge-docs/blob/main/bidding_auction_services_api.md
Specification
None
Summary
The Protected Audience API (formerly known as FLEDGE) is a Privacy Sandbox proposal to serve remarketing and custom audience use cases, designed so third parties cannot track user browsing behavior across sites.
This proposal, the Protected Audience Bidding & Auction Services proposal, outlines a way to allow Protected Audience computation to take place on cloud servers in a Trusted Execution Environment, rather than running locally on a user's device.
Blink component
Motivation
The Protected Audience API provides a privacy advancing API to facilitate interest group based and custom audience advertising. The Protected Audience Bidding & Auction Services proposal moves computations to cloud servers to help optimize the Protected Audience auction, to free up computational cycles and network bandwidth for a device. This can address one of the potential risks to the Protected Audience API.
Initial public proposal (for Protected Audience)
https://discourse.wicg.io/t/advertising-to-interest-groups-without-tracking/
TAG review
Protected Audience: https://github.com/w3ctag/design-reviews/issues/723
TAG review status
Requested for Protected Audience API.
Risks
Interoperability and Compatibility
The Protected Audience design draws on many discussions and proposals, most notably:
The original TURTLEDOVE from Chrome.
SPARROW from Criteo, which entered WICG incubation jointly with TURTLEDOVE.
Outcome-based TURTLEDOVE and Product-level TURTLEDOVE from RTB House.
Dovekey from Google Ads.
PARRROT from Magnite.
TERN from NextRoll.
PARAKEET from Microsoft accomplishes similar goals also using trusted servers, but as discussed in TPAC 2022, involves proxying data to non-trusted servers in real-time whereas in this proposal the Bidding & Auction services are run on trusted servers only.
Gecko: No response yet on Protected Audience
WebKit: No response yet on Protected Audience
Web developers: Significant interest from many web advertising technology developers. WICG FLEDGE calls are heavily attended. Interest in Protected Audience is further evidenced by the many related discussions and proposals that the Protected Audience design draws from.
Is this feature fully tested by web-platform-tests?
Not yet