GOOGLE TESTING FOR FLEDGE API ON ADSENSE DELAYED UNTIL SEPTEMBER

Illustration Of FLEDGE API

The Privacy Sandbox proposal was designed to prevent third parties from tracking user browsing behavior across websites.

We reported earlier this month that Google AdSense planned to begin testing their FLEDGE API on August 28. It now appears that it will take place on or after September 24.

What exactly is the FLEDGE API? The API makes use of interest groups to allow sites to display advertisements they believe are relevant to their users. According to Google, when a user visits a website that wants to advertise its products, an interest group owner (such as a DSP working for the site) can request that membership in the interest group be added to the user's browser.

What does the delay indicate? Not a lot. There will be no impact on publisher revenue. Google also states that the blocking control for animated display ads will not apply, which means that animated ads will continue to serve via FLEDGE even if the blocking control is enabled.

Access is being disabled. If you don't want FLEDGE to access your sites, you can disable it via Chrome's permission policy header.

Please read the announcement. Google's full announcement can be found here.

Why do we care? AdSense users who were planning to test the FLEDGE API now have an extra month. As previously stated, as Google moves toward a cookie-free existence, remarketing may become more difficult. Advertisers and AdSense publishers must consider the impact on their revenue.



Source : Search Engine Land

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