A Potential New Crew Could Bring A More Diverse POV To The W3C | AdExchanger

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The World Wide Web Consortium has 437 business, community, interest and working groups – and soon there might be one more.
Around six members of the W3C’s Improving Web Advertising Business Group (IWABG) are pitching the creation of a new group, known for now as the Decentralized Web Interest Group (DWIG), that will help W3C groups across the organization identify and deal with the unintended consequences of web standard proposals before those standards are developed and deployed.
Because in the race to try and come up with solutions for a post-cookie world, it’s easy to overlook potential pitfalls.
Proposals that might sound reasonable and feasible on paper could end up being either unworkable or have unanticipated negative effects, said James Rosewell, CEO and co-founder of device detection company 51Degrees, who in late August initiated the effort to form DWIG.

Take web performance. Replacing URLs with cached URLs, as is the case with Google AMP, definitely speeds up page and ad loads – but doing so also puts a lot of power in the hands of a large browser maker.
“Our idea is to provide guidance to identify those unintended consequences early on in the process,” said Rosewell, who recently …

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