To argue from an extreme point of view, neither of those choices are very good because the web in general is a terrible platform. The whole standard they implem

To argue from an extreme point of view, neither of those choices are very good because the web in general is a terrible platform. The whole standard they implement (and its velocity of change) seems geared towards minimizing the potential for competition, and is implemented without a hint of concern for what identifying information the browser APIs might divulge by design or how much the attack surface for various malicious activities grows with their inclusion. It's an arms race, and adtech have found where all sides keep their guns.