Mozilla announced its cooperation with Meta (formerly Facebook) and proposed an Interoperable Private Attribution (IPA) for advertising, both of which are realizing transformation measurement/attribution. The project aims to enable advertisers to measure the success rate of online advertising while respecting privacy more than existing online advertising.
As explained in the draft proposal, its core concept is to replace the advertising report of each action with a summary report of batch events (for example, when you click on an advertisement, the browser sends data to the advertising group). The website can create a "matching key" connected to your account or device, which can only be accessed by the browser to avoid leaving fingerprints. There are also features designed to make it difficult for anyone, including the company or advertiser that collects the data, to identify the person who interacts with the advertisement. This is like the Prio technology developed by Mozilla a few years ago to analyze how people use Firefox.
Although the proposal looks solid, the partnership is quite surprising. Mozilla just started a pilot study with The Markup last month to determine how Meta/Facebook uses tracking pixels across the network to record network activity. Mozilla said that the purpose of this study is to "report where Facebook tracks you and what information they are collecting". The organization has also rallied against Meta many times in recent history. Less than a year ago, it began to publish advertisements on Meta's platform, calling on the company's creepy advertising positioning capabilities.