Understand how Protected Audience (formerly FLEDGE) changes display targeting. See how on‑device interest groups and auctions affect testing and measurement.
What did Google announce about third‑party cookies in Chrome in 2025?
It limited them to first‑party contexts only
It fully blocked them in May 2025
It moved to a paid cookie model
It cancelled the plan to deprecate third‑party cookies
Protected Audience (formerly FLEDGE) primarily enables what in display advertising?
Contextual only targeting
Universal IDs across exchanges
Server‑side cookie syncing
On‑device auctions using interest groups
Who oversees the competition impacts of Privacy Sandbox features in the UK?
UN Data Privacy Board
IAB Tech Lab exclusively
The Competition and Markets Authority (CMA)
World Wide Web Consortium
Which component is central to audience building under Protected Audience?
Mapping users to deterministic email IDs
Fingerprinting via hardware APIs
Uploading third‑party cookies to an SSP
Adding users to interest groups in the browser
What implication does on‑device auctioning have for user data movement?
Reduces the need to share user‑level data with external servers
Requires more server‑to‑server syncing
Eliminates all measurement needs
Forces daily cookie re‑consent
If third‑party cookies remain, why test Protected Audience audiences at all?
DSPs block cookie traffic by default
They offer a privacy‑preserving path that may perform in parallel with cookies
Audience APIs replace all contextual signals
Cookies were made illegal globally
Which type of targeting is most analogous to Protected Audience groups?
Only broad demographic buckets
Keyword negatives lists
Geo fencing only
Remarketing‑like and interest cohorts curated by the site/app
In measurement, what’s a practical early KPI for PA audience tests?
Bounce rate from GA4 real‑time only
Share of voice for brand keywords
Reach and win‑rate versus comparable cookie segments
Average session scroll depth
What is a known industry concern the CMA continues to monitor?
Whether web fonts reduce CPMs
Whether ad blockers can be monetized
Whether cookies improve site speed
Whether Sandbox limits competition or advantages Google’s ad stack
Where does the ad auction execute under Protected Audience?
Within the user’s browser environment
Exclusively on SSP servers
Only in the advertiser’s CDP
On YouTube’s player servers
Starter
Review how interest groups and local auctions function.
Solid
Nice work—expand tests and compare reach versus cookies.
Expert!
Sandbox-savvy—privacy and performance in harmony.
