@rndeon @pluralistic pushing ad auction calculations on-device was supposed to be Google’s solution to privacy concerns. It was part of the plan to kill 3rd party cookies in Chrome. I used to work in ad-tech when this was being designed. The UK regulators were concerned it would be a monopolistic practice for Google and required evidence that this wasn’t hurting other ad-tech companies. I don’t know what the results showed, but Google backed out of killing 3rd party cookies.