There is one positive here: if this is widely adopted it means less third-party JS libraries run on your browser. That's better for speed and security. Frankly,

There is one positive here: if this is widely adopted it means less third-party JS libraries run on your browser. That's better for speed and security. Frankly, Google is probably better at avoiding and fixing vulnerabilities than [insert third party ad network here] is. Plus, as noted, Google will restrict what data is transmitted to third parties like IP address. That's a positive. Fear of regulators is more likely to keep Google in line than it is to some basement operation in Serbia. I actually wonder if third party ad networks want to give up their power to Google in this way. It wouldn't surprise me if they don't. As for the negative... I think the reality is it won't be as negative as people make it out to be. Why? Imagine if this is widely deployed. It creates a single call for all tracking so the adblockers just have to focus on that finding and blocking that call. The article claims this will be difficult. It will be harder but there'll be more incentive. Next, a question: I don't know the ins and outs of GDPR and similar legislation well enough, but doesn't this put Google on the hook for data collection and transmission of that data to third party sites by virtue of them running these "proxies"? Lastly, in general I don't really care if websites run A/B tests. They do this anyway and it's done serverside all the time as is. So that part of this isn't really a big deal. Ad blocking is and will continue to be an arms race with advertisers. This feels like business as usual, honestly.