Request:

We propose extending the lifetime of Interest Groups from 30 to 90 days.

Background:

Currently, the maximum duration of an Interest Group is limited to 30 days after the last site visit. This constraint presents various challenges in addressing advertiser requirements on our platform, particularly concerning the critical marketing use case of re-engaging users more than 30 days after their last visit.

Rationale:

Re-engaging users beyond the 30-day window is a prevalent marketing use case that significantly contributes to revenue generation for online advertisers.

Advertisers frequently employ strategies targeting both "full funnel" customers (those who visited the website without recency restrictions) and dedicate specific budgets to re-engage lapsed customers (those with a recency exceeding 30 days). These strategies aim to enhance customer retention, reduce churn, and maximize customer lifetime value. The advertising spending associated with these strategies is substantial and the 30-day limit on Interest Groups can disrupt these efforts.

Proposed Solution:

In light of the above, we propose extending the lifetime of users within an Interest Group from 30 to 90 days. We do not anticipate any apparent privacy constraints, and the enhancements in utility are substantial. This modification would enable a important use case for advertisers while upholding the privacy standards of Protected Audiences and mitigating disruption to the web ecosystem.