On February 8, Mozilla, the foundation known for developing the Firefox browser, introduced a new method to measure the performance of ad campaigns while maintaining privacy. From the name ofInteroperable Private Attribution (IPA), this tool was designed in collaboration with Meta, one of the main players in advertising services in the world.
A collaboration between Meta and Mozilla to find alternatives to current advertising methods
It is now recorded, Mozilla and Meta are working together to create advertising tracking tools. The IPA would have the ability to measure the performance of advertising campaigns while preserving the privacy of Internet users. Currently, each Internet user has a unique identification number registered each time he clicks on an advertisement or makes an online purchase.
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Using this identifier, companies can determine how many people have made a purchase after seeing an advertisement related to the brand or product. Thus, companies can calculate their return on advertising spend. Of course, by using this technique, advertisers and companies have access to a large volume of personal data.
It is entirely possible for Internet users to refuse that their data be used for these purposes. However, some sites do not offer this possibility of refusing advertising cookies, which is strictly prohibited. The National Commission for Information and Liberties (CNIL) did not hesitate to issue fines against companies that do not respect this rule, such as Google, Facebook or many other structures.
A tool to prevent companies and advertisers from collecting our data
In his blog post, Mozilla introduced the IPA in more detail: instead of reporting each ad click, the IPA aggregates reporting for batches of events. Then, websites can create a “match key” that is only accessible by the browser. This technology makes it difficult for companies and advertisers to collect advertising interaction data.
Mozilla states that “ IPA’s cross-device and cross-browser attribution options enable new and more robust attribution capabilities, while preserving privacy. The IPA’s proposal aims to ensure that all sites benefit from these features through the match key concept, which allows smaller players to access the largest scope of entities with cross-device attribution. »
This collaboration with Meta comes just a month after Mozilla launched its Facebook Pixel Hunt project. She wants to highlight the data recovery techniques used by Facebook.
Of course, this technology is still being developed, and it will probably be a while before it is finally available. With this tool, Meta and Mozilla hope to offer alternatives to App Tracking Transparency, at a time when Meta is struggling to adapt to maintain its ad targeting capabilities.