Privacy-preserving ad tech finds an unlikely champion

The institutional response has been measured, which in this context is a polite way of saying slow.

Still, the conversation has changed. The questions in the room are different from the questions in the room six months ago.

Outside the room, the response has been faster, messier, and considerably more interesting.

A small group of practitioners has been arguing for this approach for years. They are doing their best not to look smug.

Whatever happens next, the baseline has moved. The old assumptions no longer describe the room they were built to describe.

The decision-makers involved insist nothing is settled, which is exactly what decision-makers say when something is starting to settle.