Google Shelves Fledge Trials Until Late 2021

Sources doubt truly scaled Privacy Sandbox experiments will take place this year

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The clock is ticking until 2022 when Google is scheduled to pull support for third-party cookies in its dominant web browser Chrome, a development that upended the $330 billion digital advertising industry.

Privacy Sandbox, a Google-led initiative where companies attempt to replicate existing levels of ad targeting enabled by cookies, is at the center of this transition.

The most advanced concept within the project involves substituting third-party cookies to enable one-to-one ad targeting and tracking with cohort-based targeting via Federated Learning of Cohorts (FLoCs).

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