Provides a privacy advancing API to facilitate interest group based advertising. FLEDGE shifts the interest data and the final ad decision browser-side instead of server-side, offering many advantages: strong privacy guarantees, as well as time limits on group membership, transparency into how the advertiser interest groups are built and used, and granular or global controls over this type of ad targeting.


Some online advertising has been based on showing an ad to a potentially-interested person who has previously interacted with the advertiser or ad network. Historically this has worked by the advertiser recognizing a specific person as they browse across web sites, a core privacy concern with today's web. The TURTLEDOVE effort is about offering a new API to address this use case while offering some key privacy advances: * The user’s browser, not the advertiser, holds the information about what the advertiser thinks a person is interested in. * Advertisers can serve ads based on an interest, but cannot combine that interest with other information about the person — in particular, with who they are or what page they are visiting. * Web sites the person visits, and the ad networks those sites use, cannot learn about their visitors' ad interests. FLEDGE is Chrome's first experiment in this direction.

Status in Chromium


Origin trial

Consensus & Standardization

After a feature ships in Chrome, the values listed here are not guaranteed to be up to date.

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Intent to Prototype url

Intent to Prototype thread

Last updated on 2022-05-14