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Privacy-Preserving Attribution
Revision 281004:
Revision 281004 by lsiebert on
Revision 281038:
Revision 281038 by Mozinet on
Keywords:
privacy-preserving attribution, PPA, campaign performance, ads
privacy-preserving attribution, PPA, campaign performance, ads
Search results summary:
Firefox 128 introduces privacy-preserving attribution, allowing advertisers to measure campaign performance while protecting user privacy.
Firefox 128 introduces privacy-preserving attribution, allowing advertisers to measure campaign performance while protecting user privacy.
Content:
Privacy-preserving attribution (PPA) is an experimental feature beginning in Firefox [[Find what version of Firefox you are using|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 [[Image:IG main menu]].
#Click on {menu Settings}.
#In the ''Privacy & Security'' panel, find the ''Website Advertising Preferences'' section.
#Uncheck the box labeled '''Allow websites to perform privacy-preserving ad measurement'''.
;[[Image:Website advertising preferences]]
'''Related articles'''
*[[Firefox privacy and security features]]
*[[Enhanced Tracking Protection in Firefox for desktop]]
Privacy-preserving attribution (PPA) is an experimental feature beginning in [[Find what version of Firefox you are using|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 [[Image:IG main menu]].
#Click {menu Settings}.
#In the {menu Privacy & Security} panel, find the ''Website Advertising Preferences'' section.
#Uncheck the box labeled '''Allow websites to perform privacy-preserving ad measurement'''.
;[[Image:Website advertising preferences]]
=Related articles=
*[[Firefox privacy and security features]]
*[[Enhanced Tracking Protection in Firefox for desktop]]