Intent to Prototype: First "Locally-Executed Decision over Groups" Experiment (FLEDGE)

Skip to first unread message

Paul Jensen

Mar 6, 2021, 8:45:28 PM3/6/21
to, Michael Kleber

Contact emails,





Provides a privacy advancing API to facilitate interest group based advertising.  FLEDGE shifts the interest data and the final ad decision browser-side instead of server-side, offering many advantages: strong privacy guarantees, as well as time limits on group membership, transparency into how the advertiser interest groups are built and used, and granular or global controls over this type of ad targeting.

Blink component



Some online advertising has been based on showing an ad to a potentially-interested person who has previously interacted with the advertiser or ad network. Historically this has worked by the advertiser recognizing a specific person as they browse across web sites, a core privacy concern with today's web.

The TURTLEDOVE effort is about offering a new API to address this use case while offering some key privacy advances:

  • The user’s browser, not the advertiser, holds the information about what the advertiser thinks a person is interested in.

  • Advertisers can serve ads based on an interest, but cannot combine that interest with other information about the person — in particular, with who they are or what page they are visiting.

  • Web sites the person visits, and the ad networks those sites use, cannot learn about their visitors' ad interests.

FLEDGE is Chrome's first experiment in this direction.

Initial public proposal

TAG review


TAG review status

Not yet requested


Interoperability and Compatibility

The FLEDGE design draws on many discussions and proposals published during 2020, most notably:

Gecko: No signal

WebKit: No signal

Web developers: No signals

Is this feature fully tested by web-platform-tests?


Link to entry on the Chrome Platform Status

This intent message was generated by Chrome Platform Status.

Reply all
Reply to author
0 new messages