FLEDGE

What does FLEDGE stand for?

First Locally Executed Decisions over Groups Experiment

FLEDGE is a system created by Google in 2022, and it’s a way of providing ad content to those using Google Chrome. Its main purpose is to replace the use of third-party cookies in Chrome with a more user-friendly, privacy-focused approach.

The aim of FLEDGE is to maintain the privacy of users’ web activity while still enabling businesses to display personalized ads. It accomplishes this by grouping users based on their browsing habits. The group a user belongs to, rather than any third-party cookies, is then used to provide relevant ads when the user visits a website.

Delivering the ad is done with a process that takes place in the browser, which stops the ad maker and the ad publisher from collecting specific user data, like account information or the exact page where the ad was viewed.

As part of a broader strategy to enhance privacy in Chrome, FLEDGE is connected to other ad technologies that also have bird-related names. These technologies also aim to protect user privacy while delivering personalized ads.

Example for using ‘FLEDGE’ in a conversation

Hey, have you heard about FLEDGE?

No, what’s that?

It’s a new method Google came up with for delivering ads on Google Chrome.

Oh, interesting. How does it work?

Well, instead of using third-party cookies, FLEDGE assigns users to interest groups based on their browsing activity. This way, your web activity is anonymized, but companies can still show you personalized ads.