this post was submitted on 13 Jul 2024
507 points (87.7% liked)

Privacy

30843 readers
860 users here now

A place to discuss privacy and freedom in the digital world.

Privacy has become a very important issue in modern society, with companies and governments constantly abusing their power, more and more people are waking up to the importance of digital privacy.

In this community everyone is welcome to post links and discuss topics related to privacy.

Some Rules

Related communities

Chat rooms

much thanks to @gary_host_laptop for the logo design :)

founded 4 years ago
MODERATORS
you are viewing a single comment's thread
view the rest of the comments
[–] [email protected] 138 points 1 month ago* (last edited 1 month ago) (40 children)

I haven’t looked into the technicals much further than the support page.

The way i read it, it sounds like the companies will get some general data if their ads work without a profile about you being created. I would be fine with that. What I don’t like is the lack of communication to users about it being enabled.

PPA does not involve websites tracking you. Instead, your browser is in control. This means strong privacy safeguards, including the option to not participate.

Privacy-preserving attribution works as follows:

  1. Websites that show you ads can ask Firefox to remember these ads. When this happens, Firefox stores an “impression” which contains a little bit of information about the ad, including a destination website.
  2. If you visit the destination website and do something that the website considers to be important enough to count (a “conversion”), that website can ask Firefox to generate a report. The destination website specifies what ads it is interested in.
  3. Firefox creates a report based on what the website asks, but does not give the result to the website. Instead, Firefox encrypts the report and anonymously submits it using the Distributed Aggregation Protocol (DAP) to an “aggregation service”.
  4. Your results are combined with many similar reports by the aggregation service. The destination website periodically receives a summary of the reports. The summary includes noise that provides differential privacy.

This approach has a lot of advantages over legacy attribution methods, which involve many companies learning a lot about what you do online.

PPA does not involve sending information about your browsing activities to anyone. This includes Mozilla and our DAP partner (ISRG). Advertisers only receive aggregate information that answers basic questions about the effectiveness of their advertising.

This all gets very technical, but we have additional reading for anyone interested in the details about how this works, like our announcement from February 2022 and this technical explainer.

[–] [email protected] 40 points 1 month ago (24 children)

My question is why Mozilla is trying to help advertisers at all instead of telling them to fuck off.

[–] [email protected] 109 points 1 month ago* (last edited 1 month ago) (2 children)

Telling advertisers to fuck off works if your goal is to create a niche product tailored to people who care deeply about privacy already. But Mozilla is very much all about trying to make things better for everyone on the internet, regardless about their opinions (or lack thereof) on privacy and ads.

Mozilla has recognised that advertising isn't going anywhere, so there's two options:

  1. Reject ads wholesale and become irrelevant.
  2. Push for a better alternative that can improve privacy while still keeping the engine that drives the internet intact.

What other major player would ever push for privacy preserving attribution? Hint: no one. While I get that many people here want 0 ads (myself included), PPA is a great step in the right direction, and could have a huge positive impact if it's shown to work and other companies start adopting it.

And guess what? You can still turn it off, or use adblockers. Unlike Chrome, Firefox won't restrict you in that regard.

load more comments (21 replies)
load more comments (36 replies)