Google taps Fastly to make cookie-free adtech FLEDGE fly

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Google taps Fastly to make cookie-free adtech FLEDGE fly
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Online ad colossus hopes it can still make money when users want privacy

-anonymity servers.

"The relay therefore doesn't see the content of the request but is aware of the user's IP address," Lee explains."Conversely, theThere are some limitations to the privacy afforded by this approach. One is that the website publisher can still see the IP addresses of visitors. The other is that Google will have lots of identifying information about an individual if that person is signed into a Google Account through Chrome.

Asked about whether Fastly might be in a position to abuse its role as a trusted intermediary, Olejnik replied,"Fastly as the management of the partial infrastructure should be trusted in this case. That said, I'm generally cautious about such centralized systems. They should always be done with care. We will only be able to review a final proposal and a design, once they will come."and that it's used, with Fastly, to support Apple's Private Relay.

"The key question is whether any other infrastructural providers would want to join in, too," he said. ®

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