Mozilla and Meta develop privacy preserving advertising tech IPA (Interoperable Private Attribution)

guest · Feb 12, 2022

February 12, 2022

IPA, which stands for Interoperable Private Attribution, is is a new advertising technology that a team from Mozilla and Meta (ex Facebook) have developed.

IPA is designed to address the needs of advertisers and Internet users alike; this is achieved by combining advertisers with attribution data while preserving the privacy of Internet users at the same time.
Click to expand...

The team highlights three main goals in the official proposal: privacy, utility and competition. Privacy's aim is to limit the information that IPA provides about users over time. Utility is designed to provide advertisers and websites with data that is needed to measure conversions, and competition that all utility use cases work for all advertisers.

Our privacy goal is to limit the total amount of information IPA releases about an individual over a given period of time. We want to be able to make strong claims about the amount of information, even in the presence of an adversary that is willing to engage in fingerprinting, navigational-tracking, registering a large number of domains, or other attacks.
Click to expand...

Mozilla notes in a blog post on the official website that IPA has "two key privacy-preserving features".

The proposed technology supports cross-device and cross-browser attribution according to the proposal without sacrificing user privacy in the process.
Click to expand...

Closing Words
IPA is a proposal for now and it is uncertain if anything will come out of it. It is clear to anyone that advertising needs to reinvent itself on the Internet, just how that is going to be achieved is not clear yet. Google announced the dropping of the controversial FLoC advertising technology recently to replace it with Topics, which is controversially discussed as well.
Click to expand...

Log in or Sign up

Mozilla and Meta develop privacy preserving advertising tech IPA (Interoperable Private Attribution)

guest Guest

Log in or Sign up

Mozilla and Meta develop privacy preserving advertising tech IPA (Interoperable Private Attribution)

guest Guest

Useful Searches