>Problem one: Over-rating search, social, and app store ads

Isn't this a problem with today's ad attribution system? The author doesn't try to argue how the new system makes it worse.

>Problem two: Incentives for extra tracking

Same as above. It sounds like he's against attribution in general, which is an okay position to have, but I'd rather he say this upfront and more directly rather than spending 1k+ words on what essentially can be boiled down to "I hate Attribution Level 1 because it's attribution, and attribution is bad in general", and implying the issues he has are issues with Attribution Level 1 specifically.

> Technically, the way it works is that a script running on a site with ads asks the browser to record an ad impression. Then the browser keeps a record of ads seen from all the sites you visit. Later, when you buy something, the retail site can ask the browser to generate a “conversion report” that can be passed to a centralized aggregation service.

?

This feels like a good sign, to me. I get far more worried when I see the likes of Meta, Google, Spotify, Epic etc team up.

Here is a more honest summary:

"This proposal hurts us, small advertisement networks and professional marketers. Reject it, or we will ramp up the tracking to compensate for the lost opportunities!"