Fastly partners with Google to operate OHTTP Relay as part of FLEDGE

Fastly (FSLY) announced it has entered into an agreement with Google (GOOG, GOOGL) to operate an Oblivious HTTP Relay as part of FLEDGE, the Privacy Sandbox initiative to improve privacy while continuing to support tailored advertising. For online services that need or desire to serve customized experiences, protecting users’ personally identifiable information has proven to be a complex yet critical requirement. Against this backdrop, Google Chrome is phasing out support for third party cookies in 2024, which are often used for tracking users across websites. The Privacy Sandbox is a set of proposals to reduce cross-site and cross-app tracking while helping to keep online content and services free for all across the web. FLEDGE is a Privacy Sandbox proposal for remarketing and custom audience advertising use cases that is designed to choose relevant ads without allowing cross-site tracking. Using Fastly’s OHTTP Relay, FLEDGE can privately count k-anonymous ads cohorts, making FLEDGE, and the infrastructure that supports it, more private.