In a relatively obscure industry standards body, the World Wide Web Consortium, Big Tech players, including Apple, Google, Meta, and Mozilla, are making inroads to introduce a new ad attribution tool to the industry’s major web browsers
Simply dubbed “Attribution API,” the proposals evoke memories of the Google Chrome team’s abortive Privacy Sandbox proposals, i.e., its bid to phase out third-party cookies for online ad tracking, along with the accompanying concerns about competitiveness in the wider ad tech landscape.
However, for advocates, such proposals are being discussed in open forums, with the aim of replacing the ad industry’s current opaque tracking flows with a transparent, well‑scoped API that can be explained to users and audited by privacy experts.
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