Protected Audience API

In 2023 Google announced the depreciation of third-party cookies and began the development of the Google Privacy Sandbox. However, the deadline has once again been pushed back, this time to 2025]. The reason? “The need for more time to evaluate and test the new technologies.” Despite positive developments, RTB House’s own tests of the FLEDGE proposal, with nearly 8 million ads in 50 countries, have shown that there is still plenty of work to be done to build effective cookieless alternatives.

2021 was a year full of important news for the future of digital advertising. Let’s take a look at the most impactful 2021 digital advertising trends from the industry perspective.

Just two days after publishing Topics API, Google shared more details about the FLEDGE API specification for the upcoming Origin Trials. It is definitely a positive move, as it improves the industry’s understanding of the scope of tests that will be possible in the upcoming months. The specification includes essential features for advertising efficiency and utility, such as those created by RTB House – Product-level TURTLEDOVE and Outcome-based TURTLEDOVE. Sadly, the testing phase timeline hasn’t been updated for months now, so a more detailed timeline is still unavailable.