Privacy concerns and new laws are changing the online advertising industry. Much advertising cash is at stake and Google has tech'd up. Google is moving forward with its new interest-based advertising platform, Privacy Sandbox. As such Ad-Tech architecture is going to change.

The new advertising platform contains three fundamental components all of which have API driven architectures. The concept of "Topics" or areas of interest is introduced. Topics are interests generated by the browser using AI technology based on the user's online activity. Stored locally with the browser for 3 weeks, websites will access browser Topics by inspecting the HTTP request headers or implicitly requesting them via JavaScript. Based on the list of Topics, advertising will be delivered via API calls to an ad service.  In theory, no personal identifying information will be exchanged.

The new advertising architecture supports remarketing. FLEDGE is an API driven interest-based advertising platform for auction-based remarketing. Websites register browser interest groups and then sell advertising space based on those interests to the highest bidder.

Reporting is handled by the browser and the Attribution Reporting API. The browser sends analytics information via an API for further processing.

The new architecture focuses on security and privacy and enables internet users with more control over the ads they see. No doubt the user experience will improve and result in greater adoption and acceptance of online advertising by global internet users.