Marketers for an Open Web endorses Publisher & Marketer Fairness-by-Design Principles published by Partnership for Responsible Addressable Media

Key Fairness-by-Design Principles
ANA/WFA/IAB Partnership for Responsible Addressable Media (PRAM)1
European Publishers Council (EPC)2,3
Respect People’s Privacy Rights
with enhanced transparency
1) Consumer privacy should remain a foundational pillar of the solution by providing consumers with meaningful transparency and controls, giving the marketplace the tools to understand consumer preferences and the ability to abide by those preferences. “need for transparency…. [and] Rigorous protection of user privacy – rigorous protection of user privacy – a clear dialogue around privacy, how the data is used, and the reason for the use of personal data in advertising”
Enable Interoperability
to support collaboration & support open markets
2) Consumers should have access to diverse and competitive content offerings, supported by their choices to engage with digital advertising in exchange for content and services. “Enabling and exploring publisher collaboration
Support Business Viability
reliant on responsible addressable marketing
 3) Business operations, including ad targeting, ad delivery, frequency capping, campaign management, analytics, cross-channel deployment, optimization, and attribution should be sufficiently supported and improved upon through better technological and policy standards for all critical use cases. “Ensure that a viable solution to audience addressability is agreed upon and adopted – simple, transparent, and enable value drivers….  Making implementation and maintenance for publishers easier”
Pseudonymous ID
Effective identifier provides interoperability
4) Solutions should be standardized and interoperable for consumers and businesses across browsers, devices, and platforms, subject to applicable privacy laws and guidelines and to the extent it is reasonably technically feasible, efficient, effective, and improved over existing technology. “It should be possible for publishers to recognize users across devices and browsers, regardless of logged-in status, to make sure we can understand
user behaviours and serve their needs dynamically…. [A] pseudonymous identifier needs to exist [to provide an] …effective, fair, transparent, and privacy-centric identifier
Fair Access
free from self-preferencing by dominant platforms
5) All browsers, devices, and platforms should allow equal access, free from unreasonable interference, to the new solutions. “solutions that are overseen by a neutral entity that does not have undue influence from dominant platforms…”
Accountability & Effective Enforcement
to bring bad actors to justice
6) Companies that utilize the resulting solutions should follow industry and legal privacy standards, with strong accountability and enforcement for those that violate the standards. Clear regulation and effective enforcement [improves] ….Accountability on use of data, especially to redress monopoly positions of dominant platforms”
Representative Governance 
to ensure impact to all stakeholder’s interests are appropriately considered
  “neutral and balanced governance structure….”
“regular engagement with publishers – shared responsibility…. [to achieve] Stronger representation by publishers”

  1. Partnership for Responsible Addressable Media Principles
  2. EPC Positioning Paper: Summary for W3C
  3. EPC Positioning Paper