Publisher IG ownership in reality

[MikhailUz]

As a publisher trying to find a viable solution of letting advertisers target on a publisher-owned interest group I have a few questions.

A publisher (or a third party working on the publisher's behalf) might create and own an interest group of people who have read a certain type of content on their site. Publishers can already use first-party data to let advertisers target their readers on the publisher site. A publisher-owned interest group could let publishers do the same even when those people are browsing other sites. Publishers would presumably charge for the ability to target this list. - FLEGDE.md

1. A publisher wants to be the owner of an IG, but in this case a DSP has to add them to .well-known. Won't this be a risk to a DSP? In theory publishers could overwrite the DSPs audiences.

2. How can a publisher create the IG with their code if they are supposed to be in the advertisers base, so that the advertiser can bid on them. For example a publisher received permission from some DSP via .well-known to create joinAdInterestGroup() on their behalf with owner: 'DSP.domain'. So it means publisher must generate IG name and trustedBiddingSignalsKeys for this DSP and pass the info to them. Or how should this work?

[michaelkleber]

The answers to your questions must come from some ad tech partner — a DSP or SSP that wants to participate in Protected Audience auctions and builds a way for those audiences to come from an outside source.

We do have a place where ad tech companies have indicated they are planning to experiment with the PA API, https://github.com/WICG/turtledove/blob/main/fledge-tester-list.md. But we haven't collected any information about whether they're interested in this kind of "publisher-created audience" product.

[lukwlodarczyk]

The first organization established with this particular use case in mind is Prime Audience. You can find more information at their website: https://www.primeaudience.com/