This page shows the "Trusted Web Advertising System with OP" exploried and tested by Originator Profile Collaborative Innovation Partnership (OPCIP), in the 2023 "Use Case Demonstration Project of the Trusted Web".

Please click on the links at the bottom of this page to learn more about the details of the demonstration.

Current issues and What Trusted Web Solves

"Digital advertisement is riddled with flaws, giving path to dubious avenues of profit". A former operator of a “manga" piracy site was quoted on a Japanese newspaper*, showing how the digital advertising system still remains unreliable to this day. This shortcoming comes from the lack of methods to verify metadata confirming the trustworthiness of media and platform operators where digital ads are displayed, thus hindering secure advertising transactions. (*ref. The Yomiuri Shimbun 2023.9.20 morning edition)
OP is a technology to embed information as verifiable data that will contribute to allowing the internet user to be able to judge the “originator” of the content and verify its credibility. This technology will improve the current digital advertising business model on the internet by enabling verification-based advertising transactions.
 

Data to be Verified

Key points of verification: To verify the authenticity of site operators and advertisers in digital advertising transactions

• Advertisers and media both obtain an OP ID, and include their ID during programmatic ad transactions.
• Advertisers and media both verify their transaction partners by confirming the match between each other's OP ID and the Signed OP (SOP) contained in the Site/Ad Profile Pair.
• The SOP also includes authentication information from third-party verification agencies, allowing for verification of the reliability of the counterparty.
• SOP/SDP complies to VC standards, eliminating the need for communication with OP/DP registries each time there is a transaction.

Development of Governance

OP is a technology that enables the verification of the authenticity of content issuers.There were high expectations for its reliability so an external expert panel was established primarily to discuss the following points:

• OP's role in solving issues in the internet space.
• What OP users are required to do and their commitment to information dissemination in the internet.
• Response to violations and malicious use.

Main Achievements

• We have confirmed that the programmatic ad transactions were made after users used their OP ID to authorize the OP ID of the counterparty.
• Using the browser extension, users can check the information about media and advertisers stored in the registry.
• Through the three meetings of outside experts, discussions progressed on the OP's basic principles and what it asks of its users.
• Media, advertisers, certification organizations, and many other companies participated in the experiment.

Documents

• summary（Link）
• demonstration（YouTube）