What attack? The Adtech Ecosystem is incestuous, corrupt and penultimately complicated. jwegan is technically correct and savvy enough to understand one of many problems with this kind of fluff announcement. The least of these problems is a strawman reaction that anyone who dismissed it, is a bad actor. New SDKs are born every day. Apple CANNOT PRESENT a new technology that isn't a variant of what already survives in the ecosystem (i.e. insufficient other than to add another paid product that doesn't work any better). If Apple wants to go outside the IAB standards, it's another attempt to "take over" or can only be used as an Apple "internal" tool.

Here's a disclaimer: I worked at multiple Adtech companies in senior engineering positions.