Interoperable Private Attribution
lastmod 2022-02-17created 2022-02-171 edits
Privacy-preserving ad attribution
Note
- Mozilla created IPA (Interoperable Private Attribution) together with Meta (Facebook) and proposed it to the W3C PATCG
- Advertising plays a big role on the web, but recent advertising techniques are bad for privacy
- Attribution lets advertisers know whether their ad campaigns are working
- IPA supports performing attribution while protecting personal information
- Uses Multi-Party Computation (MPC) so that no website, browser, or advertiser can learn about user behavior
- Being an aggregated system, it produces data that cannot track individual users