Back to Member Vault

Findings from the early FLEDGE experiments


Ad Tech
Ad Tech

This content was created by an IAB UK member

Members of IAB UK can contribute to the Member Vault. Log in to submit your content.

RTB House has prepared a whitepaper detailing findings from early FLEDGE trials

It has been three years since Google first announced the depreciation of third-party cookies and began the development of the Google Privacy Sandbox, with the deadline pushed back again to 2024. The reason is "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. 

In order to understand what is working and what is causing bottlenecks, an RTB House team has prepared a whitepaper detailing our findings from these early FLEDGE trials and where we go from here. Published in the SSRN database, this whitepaper is now available for you to read, and this article will provide a brief summary of our findings.

Key Insights: 

    • Google built the Privacy Sandbox to give advisers privacy-friendly tools to reach new and existing consumers
    • RTB House has successfully executed adding users to interest groups on more than 2,700 advertiser websites
    • The trial included 1.2 million users from 225 countries
    • RTB House could only observe three companies actively testing FLEDGE by adding users to interest groups: Google, Criteo, and RTB House
    • 17 publishers were able to fully integrate the code necessary to participate in the experiment
    • Only two supply-side platforms chose to join the trial so far, citing a number of business and technological concerns, yet none of them allowed for testing out a complete programmatic integration

    By Mateusz Rumiński, Przemysław Iwańczak, Łukasz Włodarczyk, Programmatic Ecosystem Growth & Innovation

    RTB House

    RTB House is a global company that provides state-of-the-art marketing technologies for top brands and agencies worldwide. Its proprietary ad buying engine is the first in the world to be powered entirely by Deep Learning algorithms, enabling advertisers to generate outstanding results and reach their goals at every stage of the funnel.

    Founded in 2012, the RTB House team comprises 1000+ specialists in over 30 locations around the globe. It serves more than 3,000 campaigns for clients across the EMEA, APAC, and Americas regions.

    After successfully deploying Deep Learning into 100 percent of its algorithms in 2018, RTB House has continued its research in the field of AI. The AI Marketing Lab and Creative Lab were set up as new divisions of the company focused on inventing and advancing MarTech products. The company’s AI-based product offering includes retargeting solutions and branding campaigns with ultra-effective Video Ads.


    Posted on: Monday 20 February 2023