FLEDGE: How does a direct sold ad from Publisher's Ad Server competes with winning ad in Fledge

[pranay-prabhat]

Publishers will have to decide whether a direct sold ad they received from the ad server is better than a programmatic contextual ad or IG ad from Fledge.

Seems Fledge proposes that publishers pages will make 3 separate types of network calls i.e. 1) Contextual/1P based programmatic Ads 2) Interest Group Based Ads 3) Ad Server Request for Direct Ads

If yes then can someone please outline the flow how the 3 above call types will be associated and what checks/controls will be provided to the publishers?

[AramZS]

Hopefully we can help by documenting this more via w3c/web-advertising#111

[michaelkleber]

Hi @pranay-prabhat,

FLEDGE is about an on-device auction. Any interaction to get (1) Contextual/1P based programmatic Ads or (3) Direct Ads would happen before the on-device auction started.

The details of how all these different demand sources would interact are not something chosen by the browser, they are entirely handled by the publisher's choice of ad tech partner who provides the on-device auction logic. Check out this part of Section 2.3.

FLEDGE's goal will be to offer a platform that lets ad tech providers serve this need in whatever way they want.

[pranay-prabhat]

@michaelkleber Thanks for clarifying. That was helpful.

I do have a follow up question. For publishers who do header bidding today (which are obviously a majority), Fledge introduces a third layer of processing within the browser which can have adverse effects on page performance.

a) Publisher page fetches Contextual/1P based programmatic Ads and Direct Ads the way it does today (of course in future they will be without tp cookies). i.e. two types of calls from the page
b) Browser picks all IGs a user is part of and scans them one by one to have bids generated for each (feels like network calls for each IG). Is there a limit on how many such IGs a user can be part of?
c) The sellers will score each IG ad to determine "if" there is one better than ads received via direct or programmatic contextual/1P route

The flow above makes technical sense but what are Fledge team's thoughts in terms of page performance impact this could have given browser is doing a lot of processing in terms of on-device auction.

[michaelkleber]

Yes, we are indeed thinking about the on-device resource usage, and it's been a topic of ongoing conversation in our every-other-week meetings. We don't know the right answer to this yet.

[ksamii]

Any thoughts about Wordpress blocking Flocs? From: Michael Kleber ***@***.***> Sent: Monday, April 19, 2021 5:09 PM To: WICG/turtledove ***@***.***> Cc: Subscribed ***@***.***> Subject: Re: [WICG/turtledove] FLEDGE: How does a direct sold ad from Publisher's Ad Server competes with winning ad in Fledge (#168) Yes, we are indeed thinking about the on-device resource usage, and it's been a topic of ongoing conversation in our every-other-week meetings. We don't know the right answer to this yet. — You are receiving this because you are subscribed to this thread. Reply to this email directly, view it on GitHub<#168 (comment)>, or unsubscribe<https://github.com/notifications/unsubscribe-auth/ASSR3VSL6E3PEBLFAN5RARTTJSLWHANCNFSM43CIJJ7Q>.