Privacy-Preserving Attribution: Testing for a New Era of Privacy in Advertising
Mozilla's Privacy-Preserving Attribution (PPA) technology enhances user privacy in digital advertising by using cryptographic methods to aggregate data while complying with privacy regulations like GDPR. Currently in prototype testing.
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Mozilla is addressing privacy concerns in digital advertising through its new technology, Privacy-Preserving Attribution (PPA). This initiative aims to allow advertisers to measure ad effectiveness without compromising individual user privacy. PPA employs advanced cryptographic techniques, specifically a Multi-Party Computation system, to ensure that user data remains private. When a user interacts with an ad, their activity is split into encrypted pieces sent to two independent services, preventing any single entity from accessing identifiable information. The system aggregates data to provide advertisers with overall statistics while maintaining user anonymity. PPA is designed to comply with privacy regulations like the GDPR by ensuring data minimization and anonymization. Currently, PPA is in a prototype phase, being tested with ads for Mozilla VPN on the Mozilla Developer Network. The goal is to refine the technology based on user feedback and potentially expand testing to more sites. Mozilla emphasizes transparency and collaboration with industry standards bodies to develop robust privacy-preserving solutions, aiming to eliminate invasive tracking practices and foster a more secure online environment.
- Mozilla's Privacy-Preserving Attribution (PPA) technology aims to enhance user privacy in digital advertising.
- PPA uses cryptographic methods to aggregate ad interaction data without revealing individual user information.
- The technology is designed to comply with privacy regulations like GDPR through anonymization and data minimization.
- Currently in prototype testing, PPA is limited to ads for Mozilla VPN on the Mozilla Developer Network.
- Mozilla plans to refine PPA based on feedback and collaborate with industry standards to promote privacy-preserving technologies.
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4 comments # about:config
#
# dom.private-attribution.submission.enabled
#
# set to false
On the contrary, browsers should try to commit ad fraud to poison data collection and legislative efforts should just ban the common tracking mechanisms. That wouldn't even be too hard, even in a "market" that changes quickly.
The worst offenders (Zucc and his ilk) should be in prison for the bullshit they've pulled over the years, we shouldn't be bending over backwards trying to placate these sociopaths who only care about making the green line go taller.
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