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.
Fenced Frames loads ads in a separate container that dissociates information within the container from the parent page.
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.
- How will publishers receive the data necessary to optimize their revenue?