The Origin Trials for Google’s Privacy Sandbox are well underway, and the industry is patiently awaiting the conclusions. With so much of the internet dependent on interactions with Google’s platform, the Origin Trials results have the potential to shape the future of the open web.

Google plans to disable third-party cookies in its Chrome browser by the end of 2023, a move that will significantly impact many of the most popular methods used by digital marketers to track individuals online and serve relevant ads.

Thankfully, FLEDGE API, one of Google’s major proposals, is shaping up to be a positive vision of the future. The objective of FLEDGE (First Locally-Executed Decision over Groups Experiment) is to protect user privacy while enabling interest-group-based advertising. FLEDGE proposes the browser conducts an on-device auction – a “locally-executed decision” –  which supports retargeting and provides an alternative way to create custom audiences without relying on cookies.

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