Chrome Topics 即時出價實驗

Chrome 提議在 Privacy Sandbox 中推出實驗性 Topics API。Topics API 可讓網頁的第三方呼叫端 (包括廣告技術供應商) 提供網頁訪客可能感興趣的概略廣告主題。主題可以補充目前頁面的相關資訊，且有助於支援按照興趣顯示的廣告。

Topics API 實驗可供即時出價合作夥伴在出價要求中使用。如要加入 Topics API 實驗，請填寫申請表。如需詳細資訊，請與您的客戶經理聯絡。

出價要求代表

Google Authorized Buyers 通訊協定

主題會顯示在 BidRequest 訊息的 topics 欄位中。這個欄位提供通訊協定的公開測試版提供。

定義如下：

  // 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;

OpenRTB 通訊協定

主題會在 OpenRTB BidRequest.user.data 訊息中以區隔方式表示。

欄位 類型說明
Data.ext.segtax 整數 已集中註冊的分類 ID。對 Topics，這是廣告分類定義各主題 ID 語意含義的版本。Chrome Topics 的初始分類為 600。
Data.ext.segclass 字串 等同於 classifier_version。
Data.segment.id 字串 等同於 id 轉換為字串。

Data.ext 是 BidRequest.user.data 訊息的擴充功能。這個擴充功能適用於通訊協定的公開 Beta 版。

定義如下：

// 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;
}

範例

以下舉例說明 Google Authorized Buyers 和 OpenRTB 通訊協定如何代表 Chrome Topics API 傳回的主題。

Chrome Topics API 回應，由 document.browsingTopics() 傳回：

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

Google Authorized Buyers 通訊協定 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"
}

OpenRTB BidRequest：

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

在上述範例中，taxonomy_version 表示使用了 taxonomy_v1 對應。根據分類，這些主題 ID 會對應至下列主題：

主題 ID 主題值
3 /藝術與娛樂/漫畫
44 /藝術與娛樂/歌劇
59 /汽車與交通工具/經典車款

服務提供狀況

出價要求中是否存在主題，須受現有的隱私權保護和控制項影響。舉例來說，如果使用者選擇停用個人化廣告或非個人化廣告廣告空間，就無法使用主題。