# [Web Advertising Business Group](https://www.w3.org/community/web-adv) repository

Raise issues, add drafts. As you add a document, feel free to add a PR for its description to the README.

[Dashboard](https://w3c.github.io/web-advertising/dashboard/)

# Introductory and Summary Material

* [Advertising Technology Use Cases](support_for_advertising_use_cases.md): "Use Cases" Tabulation of common AdTech use cases and the proposals or browsers supporting them
* [Overview of Online Advertising & Marketing](advertising101.md), an overview of common business use cases for digital advertising.
* [Participants in Online Advertising](OnlineAdvertisingParticipants.md) "Hello Ads," an introduction to the online advertising ecosystem.
* [Common User Flows](common-user-flows-in-web-advertising.md): Example user experiences and the parties involved.
* [Understanding Privacy Advocates](understanding-privacy-advocates.md): a set of readings to help understand the position of privacy and user advocates to help address them in our proposals.

# Testing Opportunities

* [FLoC Origin Trial](https://developer.chrome.com/origintrials/#/view_trial/213920982300098561)
* [Eyeo FLoC-style Browser Extension](https://crumbs.org/)
* [FLoC Simulator](https://github.com/shigeki/floc_simulator)
* [Magnite FLEDGE Polyfill](https://github.com/MagniteEngineering/fledge.polyfill)
* [Criteo Privacy Preserving ML with Data](https://competitions.codalab.org/competitions/31485)
* [Google Ads Privacy Tests](https://github.com/google/ads-privacy/tree/master/experiments)

# Ideas and Proposals

* [Transparency via a Machine-readable Server Identity and Purpose Descriptor](serverdeclaration.md)
* [Privacy protecting metrics for web audience measurement](admetrics.md)
* [Cross-Browser Anonymous Conversion Reporting](cross-browser-anonymous-conversion-reporting.md)
* [Enabling browsers that belong to the same person to discover one another](enabling-browsers-that-belong-to-the-same-person-to-discover-one-another.md)
* [Browser API for Private Lift Measurement - Conceptual Overview](private-lift-measurement-conceptual-overview.md)
  * [Browser API for Private Lift Measurement - First Party](private-lift-measurement-first-party.md)
  * [Browser API for Private Lift Measurement - Third Party](private-lift-measurement-third-party.md)
* [Real-Time Bidding Use Case](rtb-use-case.md)
* [Threat modeling for Cross-Browser Anonymous Conversion Reporting](threat-modeling-for-cross-browser-anonymous-conversion-reporting.md)
* [PETREL](PETREL.md)
* [Conversion Filters](conversion-filters.md)
* [Privacy Preserving Lookalike Targeting](privacy_preserving_lookalike_audience_targeting.md)
* [Self-Review Questionnaire: Interoperability, Choice, Accessibility and Accountability](interoperability-choice-accessibility-accountability-questionairre.md)
* [Frequency Capping and Frequency Optimization](frequency-capping-and-optimization.md)
* [Privacy Preserving Multi-Channel Attribution](privacy-preserving-multi-channel-attribution.md)
* [Proposed Success Criteria](success-criteria.md), this document defines success criteria to consider when evaluating proposals which impact web advertising.

# Ideas and Proposals (links outside this repo)
* [Private fraud prevention](https://github.com/siyengar/private-fraud-prevention)
* [Conversion measurement API](https://github.com/WICG/conversion-measurement-api)
* [Ad click attribution](https://github.com/WICG/ad-click-attribution)
* [Trust token API](https://github.com/WICG/trust-token-api)
* [Tracking prevention policy](https://webkit.org/tracking-prevention-policy/)
* [Privacy budget](https://github.com/bslassey/privacy-budget)
* [First party sets](https://github.com/privacycg/first-party-sets)
* [Privacy considerations](https://w3c.github.io/privacy-considerations/)
* [Aggregate reporting API](https://github.com/csharrison/aggregate-reporting-api)
* [IP Blindness](https://github.com/bslassey/ip-blindness/)
* [FLoC: Federated Learning of Cohorts](https://github.com/jkarlin/floc)
* [PIGIN: Private Interest Groups, Including Noise](https://github.com/michaelkleber/pigin) (deprecated in favor of TURTLEDOVE)
* [TURTLEDOVE](https://github.com/WICG/turtledove)
* [Product-level TURTLEDOVE](https://github.com/WICG/turtledove/blob/master/PRODUCT_LEVEL.md) (extension feasible for TURTLEDOVE & SPARROW)
* [Outcome-based TURTLEDOVE](https://github.com/WICG/turtledove/blob/master/OUTCOME_BASED.md) (extension introducing in Turtledove outcome-based approach - monitor and validate bidding outcomes, not inputs)
* [TURTLEDOVE-js demo](https://github.com/dervan/turtledove-js) (demo implementation of TURTLEDOVE - based on available technologies)
* [isLoggedIn](https://github.com/WebKit/explainers/tree/main/IsLoggedIn)
* [SPARROW](https://github.com/WICG/sparrow)
* [Gatekeeper](https://github.com/MagniteEngineering/Gatekeeper)
* [Proprietary Cohorts](https://github.com/MagniteEngineering/ProprietaryCohorts)
* [Fenced Frame](https://github.com/shivanigithub/fenced-frame/)
* [TERN](https://github.com/WICG/turtledove/blob/master/TERN.md) (TURTLEDOVE Enhancements with Reduced Networking)
* [PARRROT](https://github.com/prebid/identity-gatekeeper/blob/master/proposals/PARRROT.md) (PARRROT: The Publisher Auction Responsibility Retention Revision of TurtleDove)
* [PELICAN](https://github.com/neustar/pelican) (Private Learning and Inference for Causal Attribution)
* [PUFFIN](https://github.com/dmarti/PUFFIN) (Personal User Floors For Impression Negotiations)
* [SPURFOWL](https://github.com/AdRoll/privacy/blob/main/SPURFOWL.md) (Sandboxed Private User Reporting Functions Operating Within Limits) and other [NextRoll proposals](https://github.com/AdRoll/privacy) including MURRE.
* [TEETAR](https://github.com/criteo/privacy/blob/main/TEETAR/README.md)(TEETAR: Testing Environment Enabling Truthful and Actionable Results)
* [FLEDGE](https://github.com/WICG/turtledove/blob/master/FLEDGE.md), the collection of proposals in the greater TURTLEDOVE idea space that Chrome plans to implement in 2021.
* [SWAN](https://github.com/1plusX/swan) Storage With Access Negotiation (SWAN)
* [SPECTACLE](https://gitlab.com/eyeo/lab/spectacle/-/blob/master/README.md) Sensible Privacy Enablement by Clustering Targeting Attributes in CLiEnt  and [Crumbs](https://crumbs.org/)
* [PARAKEET](https://github.com/microsoft/privacy-preserving-ads/blob/main/Parakeet.md) "Private and Anonymized Requests for Ads that Keep Efficacy and Enhance Transparency"
* [SandPiper](https://github.com/carbondmp/sandpiper) "a privacy preserving method to define a secure context that allows data storage amongst a network of certified partners"
* [Kitten Cluster](https://github.com/carbondmp/Kitten_Cluster) "Knitting Interconnected Technical Tenants Enumerating Nonconformities Coincidedly Labeling Unrelated Standards Towards Effective Remediation"
* [GARUDA](https://darobin.github.io/garuda/) "Governance of Ad Requests by a Union of Diverse Actors" — This is a proposed governance model to make the trusted server (as found in other proposals)
  trusted without relying on technical mechanisms that may not exist at this time.
* [Shared Storage](https://github.com/pythagoraskitty/shared-storage) Shared Storage API
* [SUSHI](https://github.com/privacycg/proposals/issues/27) Suggested and User-Specified Hierarchical Interests
* [TAG Privacy Principles Working Document](https://w3ctag.github.io/privacy-principles/) The TAG working document on stating privacy principles (this is not yet a finalized document) 
* [Self-Review Questionnaire: Security and Privacy](https://www.w3.org/TR/security-privacy-questionnaire/) This document contains a set of questions to be used when evaluating the security and privacy implications of web platform technologies.