The third-party cookie doomsday clock is now at 15 months, and the ad-tech industry is still at loggerheads over finding a viable replacement for the backbone of web advertising.
Many of these discussions happen on a call every Tuesday within the World Wide Web Consortium’s (W3C) web advertising business group. The most recent call left independent ad-tech scratching its head at Google’s Dovekey proposal.
The main question around Dovekey, the Google Ads team’s proposal to address cookie-less advertising, is who will be the gatekeeper—the entity that connects what happens in the browser with the rest of the ad-tech supply chain.
Turtledove, the Chrome team’s proposal, wants to contain all auction dynamics within the browser.