I2I: Extend amp-ads to support waiting for audience targeting data from an <amp-script> #33581
Description
Summary
We have a use case for passing targeting key-values from an <amp-script> to <amp-ad> components on the page.
This I2I is a proposal to extend the <amp-ad> component to support retrieving targeting key-values from an <amp-script>, in a similar fashion to how AMP RTC allows retrieving targeting key-values from a remote API.
Design document
TODO — Hoping to get some initial ideas as we start to flesh out a design proposal.
Motivation
To support a new use case for AMP — processing and decisioning on analytics data on device, without this analytics data necessarily needing to be sent to the cloud.
Additional context
Permutive is a Data Management Platform (DMP) for publishers. We have a strong focus on privacy and first-party data: enabling publishers to use their data to power advertising and personalization in real-time, across every device, browser and environment, while respecting user privacy.
One of the essential capabilities we provide publishers is the ability to dynamically target their ads, based on a user's behaviour. We want to provide publishers with this capability in AMP, to the same standard as we do on standard Web pages.
This I2I describes an AMP change we've identified as a requirement to achieve this, following our original I2I to implement a component for Permutive in AMP. After a lengthy discussion with the AMP team, we have decided to use <amp-script> for our use case, rather than a custom component. The ability to pass targeting key-values from <amp-script> to <amp-ad> is required to support our use case.
/cc @ampproject/wg-approvers @samouri