SPARROW stands for “Secure Private Advertising Remotely Run On Webserver.” Criteo proposed SPARROW to enable audience targeting in Chrome as an alternative to Google’s TURTLEDOVE proposal, some of which have been incorporated into FLEDGE.
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 Google’s browser.
Learn more about SPARROW here.
Read the full SPARROW proposal on github.