Intent to Prototype: First "Locally-Executed Decision over Groups" Experiment (FLEDGE)
Paul Jensen
Contact emails
kle...@google.com, paulj...@chromium.org
Explainer
https://github.com/WICG/turtledove/blob/master/FLEDGE.md
Specification
None
Summary
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
Motivation
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
https://discourse.wicg.io/t/advertising-to-interest-groups-without-tracking/
TAG review
None
TAG review status
Not yet requested
Risks
Interoperability and Compatibility
The FLEDGE design draws on many discussions and proposals published during 2020, most notably:
The original TURTLEDOVE from Chrome.
SPARROW from Criteo, which entered WICG incubation jointly with TURTLEDOVE.
Outcome-based TURTLEDOVE and Product-level TURTLEDOVE from RTB House.
Dovekey from Google Ads.
PARRROT from Magnite.
TERN from NextRoll.
Gecko: No signal
WebKit: No signal
Web developers: No signals
Is this feature fully tested by web-platform-tests?
No
Link to entry on the Chrome Platform Status
https://chromestatus.com/feature/5733583115255808
This intent message was generated by Chrome Platform Status.