针对实时出价的 Chrome Topics 实验

作为 Privacy Sandbox 的一部分,Chrome 提出 Topics API。通过 Topics API 在网页上为第三方调用方(包括广告技术平台)提供 提供商)与网页访问者可能接触到的粗略广告主题相关联 当前感兴趣的主题。这些主题可作为背景信息的补充 与当前网页相关的信息,有助于用户针对用户兴趣投放广告。 。

Topics API 实验可供实时出价合作伙伴在出价请求中使用。主题会发送给所有实时出价合作伙伴 availability [库存状况]

出价请求代表

OpenRTB 协议

在 OpenRTB 中,主题以细分受众群的形式表示BidRequest.user.data 消息。

原野 类型 说明
Data.ext.segtax 整数 集中注册的分类的 ID。对于主题,这是广告分类的版本,用于定义每个主题 ID 的语义含义。600 用于 Chrome 的 Topics 初始分类。
Data.ext.segclass 字符串 等同于 classifier_version
Data.segment.id 字符串 相当于将 id 转换为字符串。

Data.extBidRequest.user.data 消息的扩展。此附加信息 提供了开放式 Beta 版协议

其定义如下:

// Ad Exchange extensions for the Data object.
message DataExt {
  // The ID for a taxonomy that is registered centrally. Used to define the
  // namespace and semantic meaning of the segment IDs. See
  // https://github.com/InteractiveAdvertisingBureau/openrtb/blob/master/extensions/community_extensions/segtax.md#enumeration-of-taxonomies
  // for the enumeration of the taxonomies that this value can take. Currently
  // only Chrome Topics API taxonomy (segtax=600) is supported.
  optional int32 segtax = 1;

  // The version of the classifier which produced the segment IDs within the
  // taxonomy. For example, in the case of Chrome Topics API (segtax=600), this
  // is the version of the classifier used by the browser to map hostnames to
  // topics in the taxonomy.
  optional string segclass = 2;
}

Google 实时出价协议(已弃用)

主题在 BidRequest 消息的 topics 字段中表示。这个 字段可在开放式测试版协议中找到。

其定义如下:

  // Experimental field; subject to change.
  // A coarse-grained topic that a website visitor might currently be interested
  // in based on recent browsing activity. See
  // https://developer.chrome.com/docs/privacy-sandbox/topics/ and/or
  // https://privacysandbox.com/intl/en_us/proposals/topics/ for more
  // information about the Topics API. Reach out to your account manager to
  // participate in the Topics API experiment.
  message Topic {
    // The value of a topic ID. A numerical identifier corresponding to a
    // coarse-grained advertising topic. See
    // https://github.com/patcg-individual-drafts/topics/blob/main/taxonomy_v1.md
    // for a list of topics in the initial taxonomy.
    optional int32 id = 1;
    // The version of the advertising taxonomy which defines the semantic
    // meaning of each topic ID for the topics, for example "v1".
    optional string taxonomy_version = 2;
    // The version of the classifier used by the browser to map hostnames to
    // topic IDs in the taxonomy.
    optional string classifier_version = 3;
  }

  // The list of topics that a website visitor might currently be interested in
  // inferred by the browser based on recent browsing activity. See
  // https://developer.chrome.com/docs/privacy-sandbox/topics/ and/or
  // https://privacysandbox.com/intl/en_us/proposals/topics/ for more
  // information about Topics API.
  repeated Topic topics = 74;

示例

下例展示了 Google Authorized Buyers 和 OpenRTB 协议表示 Chrome Topics API 返回的主题。

Chrome Topics API 响应,由 document.browsingTopics() 返回:

[
  {
    "modelVersion": "classifier_v1",
    "taxonomyVersion": "taxonomy_v1",
    "topic": 3
  },
  {
    "modelVersion": "classifier_v1",
    "taxonomyVersion": "taxonomy_v1",
    "topic": 44
  },
  {
    "modelVersion": "classifier_v1",
    "taxonomyVersion": "taxonomy_v1",
    "topic": 59
  }
]

OpenRTB BidRequest

{
  "user": {
    "data": [
      {
        "ext": {
          "segtax": 600,
          "segclass": "classifier_v1"
        },
        "segment": [
          { "id": "3" },
          { "id": "44" },
          { "id": "59" }
        ]
      }
    ]
  }
}

Google 实时出价协议(已弃用)BidRequest

topics {
  id: 3
  taxonomy_version: "taxonomy_v1"
  classifier_version: "classifier_v1"
}
topics {
  id: 44
  taxonomy_version: "taxonomy_v1"
  classifier_version: "classifier_v1"
}
topics {
  id: 59
  taxonomy_version: "taxonomy_v1"
  classifier_version: "classifier_v1"
}

在上面的 Chrome Topics API 示例中,taxonomy_version 表示 Classification_v1 映射 。根据分类,这些主题 ID 对应于以下 主题:

主题 ID 主题值
3 /艺术与娱乐/漫画
44 /艺术与娱乐/歌剧
59 /汽车和车辆/经典车型

可用性

出价请求中是否存在主题受现有隐私权保护 保护和控制。例如,如果用户选择 个性化广告或停用 非个性化广告 广告资源。