Great article. Rapleaf is clearly crossing the 'ick factor' boundary, and the NYT and WSJ writers who have been going after them for the past few months are def

Great article. Rapleaf is clearly crossing the 'ick factor' boundary, and the NYT and WSJ writers who have been going after them for the past few months are definitely starting to get some traction. The reality is that personal identification (as opposed to anonymized or pseudo-anonymized id) isn't necessary to drive the kind of value advertisers need to see ROI gains relative to the ways they buy today. Whether or not the ad industry can organize around a coherent strategy here is questionable, but there are tens of billions of dollars in incentive not to have regulatory agencies come in with an iron fist.