Martin Thomson, writing on Mozilla’s weblog:
Attribution is how advertisers know if their advertising campaigns are working. Attribution generates metrics that allow advertisers to understand how their advertising campaigns are performing. Related measurement techniques also help publishers understand how they are helping advertisers. Though attribution is crucial to advertising, current attribution practices have terrible privacy properties.
For the last few months we have been working with a team from Meta (formerly Facebook) on a new proposal that aims to enable conversion measurement – or attribution – for advertising called Interoperable Private Attribution, or IPA.
I’m glad I switched to Brave. It just saddens me that it’s built on Chromium. I wish Mozilla was a better steward of privacy and freedom online, but that doesn’t appear to be who they are anymore. So, Brave it is.