Mozilla introduces experimental API in Firefox to help advertisers without tracking users

Firefox 128 introduces the Privacy Preserving Attribution API, sparking user concerns over advertising and privacy defaults.

: Mozilla's Firefox 128 now includes Privacy Preserving Attribution (PPA), an API aimed at helping advertisers without tracking individual users. Enabled by default, PPA stores encrypted, anonymized data locally to create ad performance reports. Despite Mozilla's claims of privacy, some users and experts remain skeptical, comparing it to Google's Privacy Sandbox.

Mozilla has unveiled Firefox 128 with a notable feature called Privacy Preserving Attribution (PPA), intended to assist advertisers while safeguarding user privacy. PPA, turned on by default, records impressions from ad banners and generates encrypted, anonymized reports that advertisers can access without tracking individual users.

While Mozilla asserts that this method is superior to conventional, invasive tracking techniques, there has been significant user backlash. Many believe enabling PPA by default aligns Firefox with advertising interests, comparable to Google's criticized Privacy Sandbox initiative.

Critics such as the Electronic Frontier Foundation argue that such technologies still prioritize advertisers' needs over actual internet privacy. Currently, PPA is under test with a few websites, but Mozilla aims to standardize this across all browsers, raising ongoing concerns regarding its true privacy implications.

FirefoxPrivacyAdvertising