With the release of Firefox 128 came the integration of a new experimental feature that Mozilla calls Privacy-Preserving Attribution.
The feature is turned on by default, which means that users of the browser need to become active, if they want to disable it.
Mozilla published a support webpage that explains that Privacy-Preserving Attribution is.
Here is the main quote:
Mozilla is prototyping this feature in order to inform an emerging Web standard designed to help sites understand how their ads perform without collecting data about individual people. By offering sites a non-invasive alternative to cross-site tracking, we hope to achieve a significant reduction in this harmful practice across the web.
In other words: sites and advertisers may use the built-in feature for tracking.
Like Google Chrome’s Ad Privacy feature, it is using the term privacy loosely, some would say disingenuously.
Both systems change how users are tracked and call it an improvement to privacy. In the end, it still means that users are tracked. The fundamental difference is that users are no longer tracked on an individual level.
Mozilla says that its new system can only be used by a small number of sites in Firefox 128. The organization does not mention these sites.
How to disable Ad-Tracking in Firefox

For privacy, disabling these features is better than keeping them enabled or enabling them.
Here is how you do that in Firefox:
- Select the Firefox Menu and then Settings when the menu opens.
- Switch to Privacy & Security on the main Settings page.
- Scroll down until you come to Website Advertising Preferences.
- Uncheck the box “Allow websites to perform privacy-preserving ad measurement”.
That is all there is to it.
Pro tip: The user preference dom.private-attribution.submission.enabled determines whether this feature is turned on or off. Set it to false to disable it.
Closing Words
It is not without irony that Mozilla’s implementation in Firefox is in fact worse from a user’s point of view than Google’s. Google is prompting users, using euphemistic words, about the ad tracking feature. Mozilla has just enabled the feature without prompting users about it.
Mozilla has recently bought an ad-tech startup called Anonym, which it says is working on privacy-preserving ad technology.
Are you a Firefox user? What is your take on this? Feel free to leave a comment down below!













