Mozilla and Meta are working on privacy-preserving attribution

Mozilla, developers of the open-source Firefox and Meta web browser, formerly known as Facebook, has revealed they are working together on an interoperable privacy attribution (IPA) solution. The objective is to allow advertisers to have an overview of the performance of campaigns without infringing the privacy of users. They jointly offered to be the developing solution of the Private Advertising Technology Community Group, part of the World Wide Web Consortium.

Basically, the solution seems simple. It would use multi-party computing to allow analysis of user behavior without allowing websites, browsers, or advertisers to learn about individual user behavior (a version of what is often called a “room White “). The data would be aggregated to avoid traceability to unique users.

“IPA is designed to provide great flexibility to advertising companies in terms of using the system. The cross-device and cross-browser attribution options in IPA enable new, more robust attribution capabilities, while preserving privacy “, said a Mozilla blogwhich also contains links to detailed technical specifications.

Read next: Learn more about multiparty computing and “clean rooms”

Why we care, It’s still a work in progress and even a quick dive into the specs shows there are still questions unanswered. For one thing, the solution requires adding random “noise” to aggregate statistics, which advertisers are unlikely to like. Of course, the Aggregated Data theme used to be part of Google’s FLoC and is now also part of Google’s Topics API. But it’s at least refreshing to read a proposal to measure performance and attribution of campaigns, but ads are served rather than another proposal to serve ads through new means of tracking users.


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About the Author

Kim Davis is MarTech’s Editorial Director. Born in London, but a New Yorker for more than two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, urban planning driven by digital advertising data, and the applications of SaaS, digital technology and data in marketing. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing technology website, which later became a channel on established direct marketing brand DMN. Kim joined DMN proper in 2016, as an editor, rising to editor, then editor, a position he held until January 2020. Prior to working in tech journalism, Kim was an editor deputy head of a hyper-local New York Times newspaper. site, The Local: East Village, and previously worked as an editor for an academic publication and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog and has been an occasional guest on Eater.

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