FLEDGE

What does FLEDGE stand for?

First Locally Executed Decisions over Groups Experiment

FLEDGE (First Locally Executed Decisions over Groups Experiment) is a method by which Google delivers ad content to Google Chrome users. Google developed the FLEDGE system in 2022, as part of its plan to do away with third-party cookies in Chrome.

Primarily, FLEDGE is meant to anonymize users' web activity but still allow companies to serve personalized ads. To do this, FLEDGE assigns a user to various interest groups based on their browsing activity. Then, when the user visits a website that shows ads, that site uses the user's interest group assignments, not any third-party cookies, to serve relevant ads. The ad is served using an in-browser process that prevents the ad creator and publisher from gathering user-specific information (such as the user's account info or the page on which they saw the ad).

FLEDGE is part of a larger initiative to increase user privacy in Chrome. Some related ad technologies, which also use bird-related acronyms, include:

  • FLoC – Federated Learning of Cohorts
  • TURTLEDOVE – Two Uncorrelated Requests, Then Locally-Executed Decision On Victory
  • SPARROW – Secure Private Advertising Remotely Run On Webserver

Example

We switched to the FLEDGE API instead of using browser cookies.

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Updated June 17, 2022

FLEDGE Definition by Slang.net

This page explains what the acronym "FLEDGE" means. The definition, example, and related terms listed above have been written and compiled by the Slang.net team.

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