Google provides an update on upcoming FLEDGE features and services in the Privacy Sandbox proposal, giving more direction for PPC and SEO.
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As the looming Chrome third-party cookie deprecation gets closer, Google provided some well-received updates to help ease marketers’ concerns.
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Google’s response to user privacy was the creation of the Privacy Sandbox. Within the Privacy Sandbox lives a series of proposals that satisfy the needs of consumers and advertisers alike.
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One of the proposals in Privacy Sandbox is FLEDGE, initially introduced in January 2021. Over two years later, Google provided an important status update on the FLEDGE search engine auction features.
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Understanding what FLEDGE is (amongst other privacy offerings) is crucial for marketers to prioritize in 2023. Let’s run through a quick recap of the basics.
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What Is FLEDGE?
FLEDGE is a proposal within the Google Privacy Sandbox to serve remarketing and custom audience use cases where browsers block third-party tracking across websites and apps.
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FLEDGE stands for:
– First
– Locally
– Executed
– Decision over
– Groups
– Experiment
For those not familiar, here is a quick view of how FLEDGE works: