Updates to Google’s Privacy Sandbox proposals – FLEDGE, Topics API & Attribution Reporting API

On February 03, 2022 ad tech matters, attribution, google, privacy sandbox, Programmatic

As the deadline for third-party cookie deprecation looms ever closer, Google have recently provided a number updates on their key Privacy Sandbox proposals. We have now written three articles to cover off on these and included a reminder of their core purpose, key features and what the recent updates and/or changes include.

Topics API proposed approach to enabling cross-site interest-based advertising, without third-party cookies, which have been upgraded from FLoC to a simpler privacy-safe version of inferred behavioral targeting.

FLEDGE will enable on-device auctions by the browser, to choose relevant ads for websites the users have previously visited, essentially replicating the capabilities of re-marketing. Our summary also includes info on the available active demos of this proposal and details on the dedicated FLEDGE trials.

Attribution Reporting APIdesigned to enable both click-through and view-through conversion attribution measurement without third-party cookies. We provide a general introduction to this key set of proposals, a summary of recent updates and some information on forthcoming origin trials and testing for industry participation – which we strongly advise our members to commit to sooner rather than later.

We also strongly recommend keeping an eye on Google’s dedicated online Privacy Sandbox timeline for the exact timings of any future updates and origin trials for all the proposals.

Google’s Chrome origin trials

We also advise publishers, advertisers and adtech vendors to participate fully in the origin trials for these proposals as they become available – either directly, or through their adtech partners. Origin trials give developers early access new or experimental features and allow them to build and test functionality prior to full release.

For more information on Chrome’s origin trials simply click here