Proposed by Criteo as an audience targeting scenario in Chrome, SPARROW introduced amendments to Google’s TURTLEDOVE proposal, some of which have been incorporated into FLEDGE. SPARROW stands for “Secure Private Advertising Remotely Run On Webserver”.
SPARROW proposed allowing advertisers to build lookalike campaigns based on privacy-compliant interest groups. SPARROW also proposed having a neutral, independent third party execute the real-time bidding auction instead of the browser. This would further safeguard the user’s personal data.
Learn more about SPARROW here.
Read the full SPARROW proposal on github.