GOOGLE WILL TEST FLEDGE API ON ADSENSE

Illustration of FLEDGE API

For both audiences and remarketing, the new API employs interest groups rather than cookie-based tracking.

FLEDGE is a proposal for a Privacy Sandbox for remarketing and audiences. It is designed to prevent third parties from tracking user browsing behavior across websites. On August 28, Google will begin testing the API on AdSense accounts.

What exactly is FLEDGE? 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. This is done by the group owner (in this case, the DSP) calling the JavaScript function navigator.joinAdInterestGroup. If the call is successful, the browser saves the following information :

- The name of the interest group, such as 'custom-bikes.'

- The owner of the interest group : 'https://dsp.example', for example.

- If the owner of an interest group is invited to bid in an online ad auction, the browser will be given access to bidding code, ad code, and real-time data. The owner of the interest group can later update this information.

We recommend to find out more about FLEDGE. The more information about it can be found here.


AdSense Experimentation

FLEDGE testing will begin in AdSense on August 28. Google does not anticipate any revenue or performance impacts "for the time being." You can disable FLEDGE access in your Chrome browsers by following the instructions here.

Why do we care? Google announced last week that cookies will continue to be stored in Chrome until at least mid to late 2024. However, if the FLEDGE API test is successful, audiences and remarketing ads may become less specific, making it more difficult for advertisers to convert. On the other hand, as users are added to interest groups such as "running shoes," they may be served additional ads for products in the same category. Learn how the FLEDGE API can categorize your product or service and how this may affect your remarketing ads if you're an advertiser.

When a user visits a website that sells ad space, the seller can use FLEGDE to run an ad auction to select the most relevant ads to display to the users. Bidding is only conducted for the interest groups to which the user belongs and whose owners have been invited to bid.



Source : Search Engine Land

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