unique user ids about ads-privacy HOT 1 OPEN

Thank you for your interest in the frequency capping proposal.

The proposal explores whether and how frequency capping functionality could be supported in RTB without the reliance on identifiers shared in bid requests. The suggested experimental implementation is only intended to validate the approach of specifying frequency limits in the bid response; the early experiment would indeed rely on some form of a stable identifier, but that doesn’t have to be the case in a practical, real-world implementation.

For example, the same API principle with frequency limits specified in the bid response could also be backed by an on-device frequency capping implementation; TURTLEDOVE proposal briefly mentions that as a possibility. Alternatively, exchange-assisted frequency capping could rely on identifiers scoped to a single site or app, with modelling cross-domain limits based on aggregated reporting information.

It’s not the intent of this proposal to suggest how an exchange could implement frequency capping support, or to suggest what types of identifiers should be available to which parties in programmatic advertising. Rather, we suggest a new way of supporting frequency management in real-time bidding API that does not rely on user identifier sharing, and thus may improve user privacy protections. Our goal is to get feedback from the RTB community.

from ads-privacy.