By Luís Daniel Rijo in Display News — Dec 2, 2023

Google provides details on how Protected Audience can be integrated by publishers

Protected Audience (former FLEDGE API) allows publishers to sell advertising space to buyers who have already shown interest in the publisher's content.

Protected Audience

Google last month published an article - Sequential auction setup with header bidding and multi-seller Protected Audience auction - on the Chromium blog, providing more details about how Protected Audience can be integrated into the existing ad infrastructure.

Protected Audience (former FLEDGE API) allows publishers to sell advertising space to buyers who have already shown interest in the publisher's content. This means that the ads are more likely to be relevant to the user, and the user is less likely to be bothered by irrelevant ads.

Publishers are always looking for ways to make more money from their websites and apps. One way to do this is to sell advertising space. However, they also need to protect their users' privacy.

Protected Audience protects user privacy by only sharing cross-site data with a limited number of trusted partners. This means that the user's data is not shared with a lot of different companies, and it is less likely to be used to track the user's online activity.

Publishers can use Protected Audience in conjunction with header bidding. Header bidding is a technology that allows publishers to get the best possible price for their ad space by selling it to multiple buyers at the same time.

Protected Audience was initially announced as FLEDGE (First Locally-Executed Decision over Groups Experiment) in a blog post by Tristram Southey, a product manager on Privacy Sandbox, on April 17, 2023.

The name was later changed to Protected Audience in August 2023 to better reflect the project's focus on improving user privacy while offering ad relevance and better protecting advertiser and publisher audience data.

April 17, 2023: FLEDGE API is announced in a blog post by Tristram Southey.
August 2023: FLEDGE API is renamed to Protected Audience.
November 16, 2023: A news article titled "Sequential auction setup with header bidding and multi-seller Protected Audience auction" is published on the Chromium blog, providing more details about how Protected Audience can be integrated into the existing ad infrastructure.

Currently, Protected Audience is still under development, and Google is actively seeking feedback from developers and publishers to refine the API and ensure it meets the needs of the industry.

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Timeline of the key announcements related to Protected Audience

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