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Magnite's Publisher Auction Responsibility Retention Revision of Turtledove (Parrrot) retains Turtledove separation of audience-based engagement from current context, but retains control of the auction decisioning in the hands of publishers, via the reliance on Fenced Frames.[1]

Fenced Frames loads ads in a separate container that dissociates information within the container from the parent page.[2]


By removing the ability for marketers to understand the context of their advertising, this reduces their ability to improve the value it generates. Another potential impact of removing this information is a degraded end user experience.

Open Questions

  • How will publishers receive the data necessary to optimize their revenue?