Privacy preserving attribution for advertising

Attribution is how advertisers know if their advertising campaigns are working. Attribution generates metrics that allow advertisers to understand how their advertising campaigns are performing. Related measurement techniques also help publishers understand how they are helping advertisers. Though attribution is crucial to advertising, current attribution practices have terrible privacy properties.

For the last few months we have been working with a team from Meta (formerly Facebook) on a new proposal that aims to enable conversion measurement - or attribution - for advertising called Interoperable Private Attribution, or IPA.

Mozilla working together with Facebook on a privacy feature. How desperate is Mozilla, exactly?