Web-Adv acts as a forum for stakeholders to identify where online advertising can be more effective and secure. Online advertising models have often led to increased tracking of user behaviour and browsing patterns to identify and profile individuals. The group serves to identify and incubate privacy-preserving models of advertising, rather than develop standards themselves. While the group does not look at technical proposals anymore, it is primarily a place for the discussion of topics and gathering of use cases and requirements before proposals are developed in community groups and working groups.