Proposed by Google as an audience targeting scenario for Chrome, FLEDGE (First Locally-Executed Decision over Groups Experiment) allows advertisers, publishers, and ad tech to add users to the cohorts that they define.

A user’s cohort membership is based on specific events for the user. Ad auction decisions are made in the browser.

FLEDGE is based on concepts from the TURTLEDOVE proposal, but includes feedback from other proposals, including Criteo’s SPARROW proposal.