Privacy-Preserving Attribution
Revision Information
- Revision id: 281004
- Created:
- Creator: Lucas Siebert
- Comment: Updated search summary and keywords
- Reviewed: Yes
- Reviewed:
- Reviewed by: lsiebert
- Is approved? Yes
- Is current revision? No
- Ready for localization: Yes
- Readied for localization:
- Readied for localization by: lsiebert
Revision Source
Revision Content
Privacy-preserving attribution (PPA) is an experimental feature beginning in Firefox version 128. Whereas traditional attribution methods can compromise privacy, PPA is designed to enable advertisers to gain insights into their campaign performance while preserving user privacy.
What is privacy-preserving attribution?
Attribution is a crucial component of internet advertising, allowing advertisers to evaluate the performance of individual ads by tracking “conversion events” and calculate their return on ad spend (ROAS). Advertisers expect detailed attribution reporting from ad-tech vendors, but traditional attribution methods can compromise user privacy. PPA changes this by aggregating and anonymizing conversion data, ensuring that individual users cannot be identified.
How does it work?
PPA is enabled by default in Firefox (but disabled in Private Browsing Mode). With PPA active, Firefox will:
- Aggregate and anonymize conversion data.
- Use this data to measure ad campaign effectiveness while preserving user privacy.
- Provide privacy-preserving reports to advertising partners.
When users opt out, Firefox will not send these anonymized reports.
Opt-out
To respect user privacy preferences and comply with Mozilla practices, Firefox provides an easy opt-out mechanism, allowing users to disable the privacy-preserving attribution feature if they prefer not to participate. To opt out, do the following:
- At the top right of the screen, click Menu
.
- Click on .
- In the Privacy & Security panel, find the Website Advertising Preferences section.
- Uncheck the box labeled Allow websites to perform privacy-preserving ad measurement.
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