Meta and Firefox team up on new ad delivery technology

Deepak Gupta February 15, 2022
Updated 2022/02/15 at 12:50 AM

Mozilla, developer of the Firefox web browser, is working together with Meta (Former Facebook) for a new ad proposal. Despite having harshly criticized the privacy and security flaws presented by Mark Zuckerberg’s company in the past, Mozilla seems willing to devise a new ad project that promises to maintain users’ privacy.

The company announced the partnership last Tuesday (15) through your blog. In an official statement, the company said that it has been working for a few months on an advertising tool called IPA (Interoperable Private Attribution). “The project aims to allow advertisers to quantify the success of online ads, while maintaining respect for privacy compared to other online ads.”

The biggest change to the system is the change of reports for each action in the ad, to an aggregated report for a certain amount of events. Sites can build a Match Key connected to your account or device, which is only accessed by the browser, preventing data collection by third parties. Other functions also predict that it will be more complicated for companies and advertisers to identify the user who is interacting with the ad.

The image above shows how the key system will be integrated across multiple devices and how, in principle, the multiple reports generated should not contain data about the users who interacted with the content. It remains to be seen, if this will actually work as proposed.

Mozilla doesn’t want to cause a fuss

So far the company responsible for FIrefox seems not to want to cause a fuss with the announcement. Despite having revealed on his blog, the news was not disclosed through Twitter. For this reason, despite the fact that it has been almost a week since the information was revealed, the main news outlets are only now commenting on the matter.

Known for being a staunch opponent of Facebook’s privacy policies, the partnership is, to say the least, unusual. So far, the vast majority of Browser users do not seem to be very happy with the news, and many have gone to Twitter and Reddit to air their opinions.


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Source: Xda-developers, Mozilla

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