Improving Web Advertising (by changing the Web)The "Improving Web Advertising Business Group" will do structured thinking about "Web advertising by design" and push for core Web platform capabilities that can better and more efficiently support key Web advertising use cases. It will aim at identifying key areas where the Open Web Platform can be changed, and at starting Working Groups or liaising with existing Working Groups as needed.Likely technical areas might include [the goals and objectives documented in this StratML rendition]Advertising is an essential and critical part of the Web ecosystem, and plays an instrumental role in helping realize our vision of One Web for Everyone Everywhere. Advertising revenues help support a huge proportion of the content and services available to people on the Web, by covering cover day-to-day operational costs while allowing usage and access to all visitors.Since the core Web platform was not designed with advertising use cases in mind, most current Web facing advertising technology has been built on top of application-level hacks which, too often, result in a substantially degraded end-user experience with ample opportunities for tampering and exploitation by malicious agents.Consumers have been taking notice and the advertising industry has taken some initial steps to improve, independently, but it is time to start working on more robust, long-term, and integrated platform-level solutions.Improving Web Advertising Business GroupIWABG_5be504c2-6f6c-11e8-825b-ee1a62751b22ConsumersAdvertising IndustryPARTICIPANTS IN THE IMPROVING WEB ADVERTISING BUSINESS GROUPBRENDAN RIORDAN-BUTTERWORTHIAB Technology Laboratory, Inc. -- Co-ChairJEAN-PIERRE ABELLONielsen -- Co-ChairCampbell FosterAdobe Systems Inc.David SingerApple, Inc.Dennis BuchheimIAB Technology Laboratory, Inc.François DaoustW3CGordana HalavanjaJ. Alan BirdW3CJason NovakApple, Inc.Kasar MasoodSPORTTOTAL AGKatey HousemanNielsenLiam QuinW3CMark HolliwayMichael GarciaMirka StraniusPhil ArcherGS1Thomas SchmidtYahoo!, Inc.Wendy SeltzerW3COne Web for Everyone Everywhere_5be505c6-6f6c-11e8-825b-ee1a62751b22To do structured thinking about "Web advertising by design" and push for core Web platform capabilities that can better and more efficiently support key Web advertising use cases._5be50684-6f6c-11e8-825b-ee1a62751b22Collaboration... by working together we can improve the Web itself to help it embrace a "Web advertising by design" approach that includes the needs of all parties involved, that acknowledges the reality today of the advertising-funded Web sites, and that places privacy, security, accessibility, and user experience all in the forefront.User NeedsAdvertiser NeedsPrivacySecurityAccessibilityUser ExperienceUser ExperienceImprove the user experience_5be507a6-6f6c-11e8-825b-ee1a62751b221and providing more information and control to the userInformationProvide more information to the user_5be50850-6f6c-11e8-825b-ee1a62751b221.1ControlProvide more control to the user_5be508f0-6f6c-11e8-825b-ee1a62751b221.2Privacy & SafetyExplore ways to balance the user experience improvements that come from showing interesting and relevant adverts against the need to improve both privacy and safety_5be509a4-6f6c-11e8-825b-ee1a62751b222perhaps using the techniques being developed in the areas of Web Payments, Web Credentials and Verifiable Claims to support anonymous preferences, as well as reviewing HTML sandbox support for securing third-party contentPaymentsSupport Web payments_5be50a4e-6f6c-11e8-825b-ee1a62751b222.1CredentialsSupport Web credentials_5be50b02-6f6c-11e8-825b-ee1a62751b222.2ClaimsEnable verification of claims_5be50bac-6f6c-11e8-825b-ee1a62751b222.3EnforcementEmpower content and service providers to enforce UX promises to their audiences_5be50c4c-6f6c-11e8-825b-ee1a62751b223Content ProvidersService Providersincluding providing guidelines for creating and delivering accessible advertisementsAccessibilityProvide guidelines for creating and delivering accessible advertisements_5be50cf6-6f6c-11e8-825b-ee1a62751b223.1Overhead, Compatibility & Accessibility_5be50daa-6f6c-11e8-825b-ee1a62751b224OverheadDeliver advertisements with less overhead_5be50e54-6f6c-11e8-825b-ee1a62751b224.1CompatibilityDeliver advertisements with greater compatibility_5be50f08-6f6c-11e8-825b-ee1a62751b224.2AccessibilityDeliver advertisements in an accessible manner_5be50fc6-6f6c-11e8-825b-ee1a62751b224.3ReportingReport when advertisements have been seen or acted upon_5be51070-6f6c-11e8-825b-ee1a62751b225_5be51124-6f6c-11e8-825b-ee1a62751b22PurchasingEnhancing ads to include in-ad purchases that are less disruptive to browsing_5be51214-6f6c-11e8-825b-ee1a62751b226_5be512d2-6f6c-11e8-825b-ee1a62751b222017-12-212018-06-13https://www.w3.org/community/web-adv/2017/12/21/improving-web-advertising-by-changing-the-web/#more-4OwenAmburOwen.Ambur@verizon.net