Mozilla has just bought into the narrative that the advertising industry has a right to track users by turning Firefox into an ad measurement tool. While Mozilla may have had good intentions, it is very unlikely that 'privacy preserving attribution' will replace cookies and other tracking tools. It is just a new, additional means of tracking users.
Noyb has filed a complaint against Mozilla for setting a Privacy Preserving Attribution feature to default without informing its users, impacting millions of Europeans.
According to Mozilla, PPA involves websites asking Firefox to remember ads they show and to potentially generate an interest report, while claiming individual browsing activity isn't shared with third parties.
Noyb requests the Austrian data protection authority investigates Mozilla's privacy settings and emphasizes that Mozilla should alert users about its data processing steps.
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