Improving Web Advertising Goals:
Meet user expectations of the Web
- Stop individually-identified cross-site / web-wide tracking
- Restrict third-party cookies
- Restrict fingerprinting
- Permit user choice
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- Provide monetization opportunities that support the open web
- Measurement of impressions, conversions, and attribution
- Aggregate reporting APIs
- Non-tracking-based targeting and associated measurement/reporting
- Optimization of advertising budget
- Fraud-resistance