Observed Signal · Mar 17, 2023 · Partnership · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
Google & Fastly Launch Oblivious HTTP Relay for FLEDGE
Google and Fastly have unveiled an Oblivious HTTP Relay (OHTTP Relay) as a joint solution to support Privacy Sandbox projects like FLEDGE. The relay is designed to isolate data by filtering headers, forwarding only necessary information to the configured origin, and hiding users’ IP addresses from Google, thereby improving privacy without sacrificing performance. The development aligns with Google’s plan to end support for third-party cookies in Chrome, outlined in a CMA document: cookies will be retired in the second half of 2024 with a Q3 2024 phased removal over about two months. FLEDGE, a Privacy Sandbox tool for in-browser remarketing, has been complemented by related APIs such as Topics, and betas for these technologies have run since 2022, with Android beta beginning in 2023. Victor Wong (Google) and Jana Iyengar (Fastly) describe the partnership as strengthening privacy and security while keeping high-quality, personalized web experiences. Details are available on the Fastly blog.
Major platform collaboration (Google) introducing privacy-preserving tech tied to Chrome cookie deprecation; high industry impact.
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Key Takeaways & Evidence Grounding
- Google and Fastly launched an Oblivious HTTP Relay (OHTTP Relay) to support FLEDGE.
- OHTTP Relay hides user IPs from Google and strips non-essential headers before forwarding to the origin.
- Chrome intends to retire third-party cookies in H2 2024 with a Q3 2024 two-month phase-out per a CMA document.
- FLEDGE is a Privacy Sandbox solution for remarketing; betas for FLEDGE and Topics have been available since March 2022; Android Privacy Sandbox beta since February 2023.
- Victor Wong (Google) and Jana Iyengar (Fastly) commented on privacy and ecosystem protection.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Google Announces FLoC to Replace Third-Party Cookies
Google announces Federated Learning of Cohorts (FLoC) as a replacement for third-party cookies in Chrome's Privacy Sandbox. Google claims FLoC can target users by general interests and is about 95% as effective as cookies in conversions per dollar, with wider testing planned for March 2021. FLoC does not cover measurement or fraud prevention, which will rely on separate proposals like TURTLEDOVE, SPARROW, and the newly announced FLEDGE. The browser-based ML clusters users into cohorts and broadcasts only a cohort ID, aiming to preserve privacy if cohorts are sufficiently large. However, concerns remain that cohorts could unintentionally reveal sensitive attributes, though Google says problematic cohorts have been blocked or adjusted. The industry faces roughly a one-year window before third-party cookies end, requiring privacy sandbox tools for measurement, retargeting, and fraud prevention. Voices cited include Zach Edwards of Victory Medium and Mathieu Roche of ID5.
US Government Excludes Microsoft from Visa Program
The US government has barred Microsoft from participating in the permanent residency process for foreign workers with H-1B visas, accusing the company of abusing the program. Vice President JD Vance stated that Microsoft laid off 6,000 American employees last year while benefiting from 6,300 H-1B visa holders. The Department of Labor, led by Keith Sonderling, will not accept new permanent residency applications from Microsoft, as well as several consulting firms and Adobe. This action comes weeks before the midterm elections and reflects the Trump administration's broader criticism of the H-1B program, which it claims disadvantages American workers. Microsoft has not yet responded. The move could impact the tech industry's ability to retain skilled foreign talent.
Amazon unveils new Alexa tablets with AI and Google Play
Amazon has announced a new generation of tablets under the Alexa brand, including the Alexa Tablet 12 Pro, Alexa Tablet 11, and Alexa Tablet 8. All devices run on Android, integrate the AI assistant Alexa+, and for the first time offer direct access to the full Google Play Store, allowing users to install apps like YouTube, Netflix, and Gmail alongside Amazon services. The tablets feature various screen sizes, processors, and battery lives, with prices starting at $229.99. A special Kindle reading mode and new kids' models with parental controls have also been introduced. Sales begin in North America on October 8, with shipping from October 14, and European availability, including Germany, starts October 19.
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