Incorporating a trusted server into FLEDGE could safeguard privacy, give publishers more control of segments, and save the browser the headaches of auction mechanics. Here’s how this optional modification could work.
Why it matters — A trusted intermediary with a privacy gatekeeping function that sits between a device and ad tech buyers could be a game changer for publishers in a post-third-party-cookie world. As the industry debates the road ahead, incorporating the option of a Trusted Audience Server into the current version of Google Chrome’s FLEDGE proposal could produce big upsides for multiple stakeholders. Auctions could be run on this trusted server, rather than in the browser, and audience segments could be stored on this server as well.