DSPs appear to be the only practical Interest Group (IG) owners and the only entities that can configure ads and ad components for the IG.

Today, DSPs typically serve ad tags that are created externally in an ad server or DCO provider and uploaded to the DSP.

• At the time of IG creation or update, how will a DSP know what the ad component render URLs should be?
• Is ad configuration meant to be delegated to the ad server or DCO provider?
• If so, have any DSPs, including DV360, implemented a mechanism to support delegation ahead of 3PCD?

If this issue remains unresolved by the time 3PCD rolls out, it could lead to a significant shift in product-level retargeting campaigns. These campaigns may need to migrate to platforms that serve both as DSPs and DCO providers, such as the Google Marketing Platform.