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:
Chrome expects to build and ship a first experiment in this direction during 2021. For details of the current design, see FLEDGE.
The FLEDGE design draws on many discussions and proposals published during 2020, most notably: * The original TURTLEDOVE from Chrome. * SPARROW from Criteo, which entered WICG incubation jointly with TURTLEDOVE. * Outcome-based TURTLEDOVE and Product-level TURTLEDOVE from RTB House. * Dovekey from Google Ads. * PARRROT from Magnite. * TERN from NextRoll.
Many additional contributions came from Issues opened in this repo, and from discussion in the W3C Web Advertising Business Group.