The Initial Results Are In for Google's Fledge Tests

Baking a post-cookie privacy solution

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The first results from Google’s solution to prevent third-party browser tracking have arrived.

Currently, three companies on the buy side—Google, Criteo and RTB House—are testing Fledge, an acronym for “first locally executed decision over groups experiment.”

RTB House, in collaboration with 17 publishers including Café Media, ran Fledge testing from early April to Sept. 15. They tested basic functions, including adding and removing users from interest groups, while running ad auctions, and serving users with ad impression while registering clicks and conversions.

One surprising takeaway was the lack of support from ad servers and SSPs that did not allow testing of a complete programmatic integration, said Lukasz Wlodarczyk, vp of programmatic ecosystem growth and innovation.




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