Interoperable Private Attribution

The first meeting of the W3C Private Advertising Technology Group (PATCG) took place this week, bringing together the biggest American browser and tech companies. One important new item on the agenda is called Interoperable Private Attribution (IPA), a joint proposal by Mozilla and Meta engineers. If adopted, it would improve cross-device or cross-browser attribution tracking without tripping any of Apple or browser-based privacy policies. That’s a big “if” though. And, even optimistically, could take years to ship.