LGTM3
/Daniel
On 2025-11-12 17:30, Vladimir Levin wrote:
LGTM2
On Wednesday, November 12, 2025 at 11:30:32 AM UTC-5 Chris Harrelson
wrote:
LGTM1
On Fri, Nov 7, 2025 at 11:04 AM Paul Jensen
<[email protected]> wrote:
Intent to Deprecate and Remove: Protected Audience
Contact emails
[email protected]
Explainer
https://github.com/WICG/turtledove/blob/main/FLEDGE.md
<https://github.com/WICG/turtledove/blob/main/FLEDGE.md>
Specification
https://wicg.github.io/turtledove/
<https://wicg.github.io/turtledove/>
Summary
The Protected Audience API provides a method of
interest-group advertising without third-party cookies
or user tracking across sites.
Following Chrome's announcement
<https://privacysandbox.com/news/privacy-sandbox-next-steps/>that
the current approach to third-party cookies will be
maintained, we are now planning to deprecate and remove
<https://privacysandbox.com/news/update-on-plans-for-privacy-sandbox-technologies/>the
Protected Audience API (along with certain other Privacy
Sandbox APIs, as outlined on the Privacy Sandbox feature
status page <https://privacysandbox.google.com/overview/status>).
Blink component
Blink>InterestGroups
<https://issues.chromium.org/issues?q=customfield1222907:%22Blink%3EInterestGroups%22>
Web Feature ID
None
Motivation
Chrome has announced that the current approach to third-party
cookies will be maintained. Since that announcement there has
been virtually no interest in the Protected Audience API. Use
of the joinAdInterestGroup() API
<https://chromestatus.com/metrics/feature/timeline/popularity/3855>has
decreased by almost 100x and use of the runAdAuction() API
<https://chromestatus.com/metrics/feature/timeline/popularity/3857>has
decreased by more than 10x. Of the auctions occurring today,
virtually none of them have winners (determined by looking at
the “Success” bucket count of the
Ads.InterestGroup.Auction.Result UMA), implying that they are
not providing useful benefit to the pages initiating them.
Initial public proposal
https://privacysandbox.com/news/update-on-plans-for-privacy-sandbox-technologies/
<https://privacysandbox.com/news/update-on-plans-for-privacy-sandbox-technologies/>.
Developer-facing impact
Given that virtually none of the Protected Audience auctions
occurring today have winners, we estimate the lost utility
from this removal to be negligible.
User-facing risks
The user-facing risks are small. While removing the JavaScript
API could cause pages to break, the impact should be limited
to sites that don't employ standard defensive coding or
feature detection, which should be rare since not all browsers
implement the API.
If usage warrants, we will take steps to avoid any risk of
page breakage, e.g. by temporarily retaining a stub
implementation of Navigator APIs joinAdInterestGroup(),
runAdAuction(), leaveAdInterestGroup(),
clearOriginJoinedAdInterestGroups(),
getInterestGroupAdAuctionData(),
canLoadAdAuctionFencedFrame(), createAuctionNonce(),
updateAdInterestGroups(),
protectedAudience.queryFeatureSupport(),
deprecatedReplaceInURN(), deprecatedURNtoURL(), and
adAuctionComponents() that mimic current behavior when a user
has disabled Protected Audience.
Estimated milestones
Planning to deprecate in M144 and remove in M150.
Currently 0.22%
<https://chromestatus.com/metrics/feature/timeline/popularity/4188>of
page loads use the Protected Audience API. These are driven by
a small number of third-party ad tech scripts present on a
large number of sites. We will continue to monitor usage as
well as provide comprehensive updates on
privacysandbox.google.com
<https://privacysandbox.google.com/>with the status of the API
and deprecation plans
<https://privacysandbox.google.com/overview/status>.
We will also proactively work toward reducing usage to low
levels once this intent is approved, including disallowing any
new enrollment sign-ups, and contacting enrolled sites to
inform them about the deprecation timelines.
Protected Audience features that were never launched beyond
20% Stable (TextEncoder support
<https://github.com/WICG/turtledove/issues/961#issuecomment-2793763963>,
Creative scanning via BYOS/V1 trusted scoring signals
<https://groups.google.com/a/chromium.org/g/blink-dev/c/EXfp34Qb1oc/m/oaiY6MENBwAJ>,
Selectable Reporting IDs
<https://groups.google.com/a/chromium.org/g/blink-dev/c/1cWqBPHngd0/m/gSYeR_dPAAAJ>)
will be ramped down by the end of 2025.
Protected Audience services, Bidding and Auction services
<https://groups.google.com/a/chromium.org/g/blink-dev/c/CyXJz3xOEcc/m/1snkv2KhAwAJ>and
Trusted Key Value service
<https://groups.google.com/a/chromium.org/g/blink-dev/c/fH8u7ZTNZg8/m/oo0WVw7SAQAJ>,
will not onboard new clients once deprecation is approved. We
will work with onboarded clients and plan to turn down the
services by the end of year as usage is negligible today. This
will have no user-facing or web-compat impact.
Link to entry on the Chrome Platform Status
https://chromestatus.com/feature/6552486106234880
<https://chromestatus.com/feature/6552486106234880>
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