Mozilla is working with Meta and other actors on defining an in-browser attribution API. The purpose of this API is to provide a privacy-first design for advertising companies to be able to measure how advertising drives conversions. That is, answering the question of whether advertising effectively achieves its goals, such as increased sales.

Our DAP deployment is jointly run by Mozilla and ISRG. Privacy is lost if the two organizations collude to reveal individual values. We safeguard against this in several ways: trust in both organizations, joint agreements, and operational practices.