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I am highly amused that the competing mental models for the ad tech ecosystem are: Google: No Parties Should Have To Trust Each Other IAB: All Parties Can Self Attest They Are Totes Trustworthy This is not a complaint per-se, just wow foundational assumptions are VERY different
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Personally... I prefer the 'trust no one approach' but it's all just very amusing b/c the result is quite a divergence and then also each has to acknowledge the places where they can't follow their own principle assumption.