As Cookies Wane, Retargeting Protocol Fledge Emerges as Privacy Sandbox Favorite

Nine new firms have begun testing the retargeting protocol since September 2022

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Several years after Google introduced Fledge to the world as one of a suite of cookie replacements, and nearly nine months after Google opened up the product to testing for the wider industry, the retargeting solution is gaining adherents, five sources told Adweek.

There’s some consensus that Fledge, an acronym for first locally executed decision over groups experiment, is a more viable cookie replacement than other solutions on the market because it mimics the existing processes of digital advertising while cutting out any identifier that could link people with their browsing history.




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