TURTLEDOVE - Definition
Digital advertising is the land of acronyms and technical terms. Our glossary can help you make sense of it all with definitions of the most common terminology.
What is TURTLEDOVE?
The TURTLEDOVE (Two Uncorrelated Requests, Then Locally-Executed Decision On Victory) proposal is an initiative aimed at enabling consumer retargeting while preserving user privacy by ensuring that no identifiers are shared with marketers. This approach seeks to address privacy concerns by making ad auction decisions directly in the user's browser, rather than relying on ad servers to process and store personal data. By processing ad decisions locally, TURTLEDOVE aims to prevent the exposure of user information, while still allowing advertisers to target relevant audiences. Google has suggested evaluating the effectiveness of the TURTLEDOVE proposal under the FLEDGE (First Locally-Executed Decision over Groups Experiment) project, which further explores privacy-preserving advertising technologies and their ability to support targeted advertising without relying on third-party cookies.