Parrrot
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]
The primary goal of Parrrot is to preserve publishers' ability to sell direct deals, which may be subject to specialized auction logic and pricing that cannot be supported in Turtledove.
Fenced Frames loads ads in a separate container that dissociates information within the container from the parent page.[2]
Impact
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
- If different buyers send their models to different gatekeepers, how many gatekeepers can one publisher query to retrieve auction information?
- What is the time-delay in providing the data necessary for publishers to optimize their revenue?
- What is the time-delay in providing the data necessary for marketers to optimize their media spend?