Thursday, February 10, 2022 [Tweets] [Favorites]

Interoperable Private Attribution

Martin Thomson:

For the last few months we [Mozilla] 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.

IPA aims to provide advertisers with the ability to perform attribution while providing strong privacy guarantees. IPA has two key privacy-preserving features. First, it uses Multi-Party Computation (MPC) to avoid allowing any single entity — websites, browser makers, or advertisers — to learn about user behavior. Mozilla has some experience with MPC systems as we’ve deployed Prio for privacy-preserving telemetry. Second, it is an aggregated system, which means that it produces results that cannot be linked to individual users. Together these features mean that IPA cannot be used to track or profile users.

This has been proposed to the W3C.

Previously:

Update (2022-02-16): See also: Hacker News.

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