Contrary to its reassuring name, this technology allows Firefox to track user behaviour on websites. In essence, the browser is now controlling the tracking, rather than individual websites.
While this might be an improvement compared to even more invasive cookie tracking, the company never asked its users if they wanted to enable it. Instead, Mozilla decided to turn it on by default once people installed a recent software update.
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.
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