1/ I wanted to note several thoughts on TURTLEDOVE, a proposal to have ad auction/targeting logic execute in-browser. I think it's an awesome thought experiment and contains elements that may survive (read to very end), but overall I think it's fanciful. github.com/michaelkleber/… 2/ This thread contains really specific quibbles, but they raise key questions if we (digital advertising) think that we can basically hack our way back into The Good Old Days via —in this case— browser-native functionality. TURTLEDOVE feels like a hammer in search of a nail.