Early trials present that Google FLEDGE is flopping


Google started testing FLEDGE in AdSense in August however after simply 4 months of trials, it appears to have gone stale, with solely solely RTB Home, Criteo and Google itself utilizing it in any significant manner.

Advert tech corporations aren’t utilizing it as a result of it’s unknown. It’s an costly check that would show catastrophic if it fails. As Digiday studies, “Nobody can afford to be first, particularly when there are such a lot of unresolved points.” 

What’s FLEDGE. FLEDGE stands for First Domestically-Executed Determination over Teams Experiment. FLEDGE is a Privateness Sandbox proposal for remarketing and audiences. It’s designed in order that it will possibly’t be utilized by third events to trace consumer shopping habits throughout web sites. 

FLEDGE points. Just a few reported problems with FLEDGE, and the primary causes conserving advert tech corporations from utilizing the know-how are:

  • FLEDGE solely handles the retargeting a part of efficiency promoting. So entrepreneurs received’t know if the customers who noticed a retargeted advert transformed, as that’s an entire different workstream from Google
  • There are additionally no correct attain and frequency controls
  • Based mostly on the present specs for FLEDGE, it could appear that there’s one gatekeeper, and to nobody’s shock that seems to be Google

What advert tech corporations are saying. Firms skeptical about FLEDGE had just a few issues to say on why they might be skeptical to check the brand new tech.

“Whereas we’re carefully monitoring the progress of FLEDGE, we’re not actively testing FLEDGE as a result of we’ve got not encountered a lot buyer demand for testing, and it stays a single browser answer. Additionally, FLEDGE is a remarketing use case that advertisers use to drive conversion, versus consciousness. As such, testing the measurement of advertiser conversions must be coupled with FLEDGE.”


“From what we’re seeing and listening to on FLEDGE there’s a very restricted focus and nobody is exhibiting excessive volumes and efficiency but,” 

Rob Webster, world vp of technique at digital advertising consultancy CvE

However not all suggestions on FLEDGE is unfavorable.

“To this point we’re happy with our progress as a result of we’ve seen improved effectiveness on our gadget deep studying algorithm for FLEDGE. We plan so as to add extra complexity to our assessments, which implies working to enhance the integrations with publishers and supply-side platforms and ultimately get to some extent the place we will assist a totally programmatic public sale contained in the FLEDGE setting.”

Lukasz Włodarczyk, vp of programmatic ecosystem development and innovation, RTB Home

Google’s affect. Digiday studies that Google’s affect over FLEDGE is a controversial one. For FLEDGE to work, it must take an enter of the profitable bid from an public sale overseen by Google Advert Supervisor (Writer’s Advert server). On this state of affairs, Google picks the ultimate advert. This manner, publishers and their advert tech companions can’t disintermediate Google. That modifications if FLEDGE API on-device high stage public sale picks the ultimate advert and when Google Advert Supervisor participates as equal participant in part auctions. Put merely, FLEDGE relies on public sale choices taking place within the Chrome browser that Google owns — one thing that would have a cloth impression on how a lot cash SSPs make. 

What Google says. “We’re inspired by early integration testing from corporations like RTB Home and by the passion from publishers to maneuver their stock to a privacy-preserving provide chain. As we ramp tester integrations and origin trial sizes, we stay up for continued business enter this yr on the performance of the APIs and subsequent yr on efficiency. Our new timeline accommodates for this phased method and gives time to make changes to enhance the privateness and effectiveness of the APIs primarily based on the outcomes from testing.”

A protracted option to go. Google’s FLEDGE has an extended option to go to repair its points and get advert tech corporations on board. Firms have to see how a lot progress and traction they get with FLEDGE earlier than adopting the tech, however for many, the draw back is simply too dangerous.

Why we care. Publishers who use an ad-tech platform like Criteo might have obtained a discover that FLEDGE testing was in progress. However for many advertisers and publishers proper now, there isn’t a lot to do. It is going to be attention-grabbing to see if by 2024 the FLEDGE API is able to launch globally as cookies are (scheduled to be) sunsetted.

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About The Writer

Nicole Farley is an editor for Search Engine Land protecting all issues PPC. Along with being a Marine Corps veteran, she has an in depth background in digital advertising, an MBA and a penchant for true crime, podcasts, journey, and snacks.

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