Google Confirms Fledge Origin Trials to Kick Off Sooner Than Anticipated

'Advertiser testing' to subsequently occur later in the year as the 2022 deadline looms

Google has further clarified the timelines concerning testing the wares of its Privacy Sandbox, the online giant’s proposals for ad targeting within its dominant web browser Chrome after it withdraws support for third-party cookies.

Independent ad-tech companies will be able to conduct preliminary testing of Fledge “this summer,” according to a Google spokesperson. Fledge is a proposed means of serving behaviorally targeted ads via an auction that takes place on a device, as opposed to the current means of doing so on an external server

More comprehensive testing of Fledge, or “advertiser testing,” will be able to take place later in 2021 after the preliminary Origin trials as the industry prepares to transition to online audience targeting without



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