FLEDGE has the potential to work, and even give publishers more power in Google’s ad tech ecosystem, according to Łukasz Włodarczyk, VP of programmatic ecosystem growth and innovation at RTB House. FLEDGE opened the “possibility of creating a level playing field with an ad auction that is fully managed by the publisher,” Włodarczyk said. The FLEDGE API—application programming interface—could give publishers and advertisers more transparency about the bidding activity in the auctions, Włodarczyk said. With FLEDGE “it will be easier for publishers troubleshoot to find potential issues” Włodarczyk said. “Also, it will be way more transparent from the perspective of the value of a bid, so there will be no possibility to hide the margins.” FLEDGE is not getting widespread adoption, even though RTB House said it is “truly a valuable concept.” There are some big-name early testers, including Amazon, which built a “bidding function” that complied with FLEDGE standards, RTB House found. Also, the programmatic advertising firm Teads created interest groups in FLEDGE, RTB said in its report. The FLEDGE tests are expanding, if slowly. Since August, Chrome made 5% of users eligible for ads delivered through the new auctions. In December, 20 million U.S. Chrome users were in interest groups available for ad targeting through FLEDGE, up from 1 million users in August, RTB House found. However, publishers have been slow to jump into FLEDGE, in part, because third-party cookies are still available as targeting options, which lowers the urgency to try the new system. Publishers and supply-side platforms are waiting for Google Ad Manager, the publisher services arm of Google, to offer a FLEDGE option, RTB House said in its report. via Digital Marketing Education https://ift.tt/iKanVBS
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