<p><pre><code>  One of the larger difficulties for publishers is that
  many of the 3rd party SSPs aren&#x27;t ready to go full HTTPs
</code></pre>
Right, but Google can motivate or improve the third-party advertisers to update much more effectively than publishers can - just Google hasn&#x27;t chosen to do that yet.<p>It would be easy to proxy http-only ads from through a CDN that added encryption. Or to charge a premium to http-only ad networks, and ramp the premium up over time.