Secure Web Addressability Network (SWAN)

Benefits

Everyone wants enhanced transparency & accountability of the data processing associated with web activity.

People

• Enhanced transparency and ease of understanding

• Persist personalization choices - addresses consent fatigue

• Enable right to be forgotten

Publishers

• Effective engagement

• Optimize advertising yield

• Ensure others do not appropriate publisher brand or data

Marketers

• Optimize cross-publisher effectiveness

• Ensure publishers deliver what marketers purchased

Design Goals

SWAN’s open source, decentralized approach is designed to support a competitive ecosystem of ad monetization, site-security and fraud prevention solutions.

1. SWAN improves consumer experiences by ensuring global application of informed consent and people’s privacy choices across the web.

2. SWAN enhances transparency and accountability via a robust and decentralized audit trail of data collection and processing associated with people’s privacy choices.

3. SWAN supports greater diversity of content by providing organizations equal opportunity to operate their businesses that rely on supply chains fueled by interoperable data.

4. SWAN enables simple scaled adoption via low cost and minimal implementation hurdles.

Value

Improves value of all engagement solutions.

1. SWAN immediately activates Safari and Mozilla inventory

   • This publisher revenue gain reduces adoption friction

2. SWAN does NOT rely on signed-in identifiers to operate

   • This ensures marketers can attribute proper value to exposures across publishers

3. SWAN improves consumer experience by reducing consent fatigue

   • Publishers earn higher ARPU as people can more quickly access publisher content

4. SWAN provides a transparent, accountable audit log

   • By relying on non-repudiable keys, people, publishers and marketers have a more accountable record of data processing

5. SWAN is compatible with other projects

   • Could support UUID or PreBid

Explainers

Find out about the principles involved in SWAN, the requirments for a possible legal entity to govern SWAN, the model terms between data processors, the technical, the data flows, and apis details.