Cookie-Alternative Fledge Testing Grows, But Not Among SSPs

Fledge, part of Google’s Privacy Sandbox suite of solutions intended to replace third-party cookies, is moving from a theoretical ad-tech framework to reality, according to new findings from demand-side platform RTB House.

But encouraging all members of the media supply chain to test, especially in tough economic conditions, is limiting its adoption.

Fledge, or first locally executed decision over groups experiment, aims to deliver privacy-compliant, targeted ads via on-device auctions and is predicated on buyers, sellers and vendors adding users to interest groups based on browsing activity or behavior.