Editing Mozilla (section)

===Privacy-preserving attribution===
'''Privacy-preserving attribution (PPA)''' is an experimental feature introduced in Firefox version 128, designed to help advertising sites measure the performance of their ads while maintaining user privacy. It is marketed as an alternative method for performing attribution without relying on online tracking of users' browsing activity, which is incompatible with privacy. The functionality is explained on the Mozilla support page as follows:<ref name=":0">https://support.mozilla.org/en-US/kb/privacy-preserving-attribution#w_how-can-i-disable-ppa</ref><blockquote>
#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.
#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.
#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”.
#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.
</blockquote>Browsing activity information is not sent to anyone, not even Mozilla. Users with PPA enabled, however, must rely solely on the company to honor principle number 4 in its Manifesto.<ref name=":0" /><blockquote>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.</blockquote>This feature does not allow users to make an informed decision and choose whether to opt in or not, as it is enabled by default and requires that the user actively opt out.<ref>https://cybernews.com/privacy/firefox-data-collection-feature-sparks-backlash/</ref> This goes against principle number 8 of the Manifesto.