Creative and ad bundle specs

[dialtone]

This proposal doesn't address a potentially big area of advertising that has to do with creatives. With the understanding that you wouldn't necessarily be ok with the status quo, it's not clear if the only format accepted in the creative is images or if they could be javascript or videos or native formats but more.

Understanding that no network activity would be accepted in the rendering of the winning ad, and that more formats than just images exist, networks likely would need a way to provide all the assets inside the web bundle, including other javascript for rendering or interacting with the user or the page.

On a related note around creatives, usually one of the main reasons, aside from tracking, for which they need network activity is viewability and brand safety checks. They would be handled differently in this new world given that viewability could be a reporting factor, but brand safety seems a bit more complicated since it would typically need to access the domain of the site, if not the full URL, in order to provide the ability to block the rendering of the ad. Not exactly sure how this would work in TURTLEDOVE.

[michaelkleber]

The idea of Web Bundles is that they can package up arbitrary HTML resources, including images, JS, fonts, CSS, etc. I suppose video might pose a size problem for downloading in advance, depending on how often ads get downloaded but never seen.

The TURTLEDOVE model for viewability or brand safety would be to check from inside the JS bidding function. That function can get access to the domain or URL of the site, and even to server-side-created contextual signals derived from the URL. Check out the On-Device Auction paragraph starting "This model can support...".

[dialtone]

Thanks!