Mozilla and Meta partner to create measurement solution for post-cookie world
Updated: Mar 25
Mozilla and Meta have collaborated on a conversion measurement solution that would allow advertisers to track campaign performance across devices and browsers without collecting data on individual users for the time when cookies are phased out.
Called Interoperable Private Attribution (IPA), it has been designed as a solution that would work within the boundaries of privacy restrictions. The phasing out of third-party cookies on web browsers have undermined existing practices, which whilst good for advertisers, are bad for consumer privacy.
IPA uses something called Multi-Party Computation (MPC) which means in simple terms that it produces results that cannot be linked to individual users.
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