Attribution in the Browser: Who Really Benefits from Google and Meta’s New Privacy Standard

Google, Meta and the unlikely addition of Mozilla are teaming up to work on a browser specification that would add browser user agent features to track impression, click data and ‘conversion’ data. This data is then sent to respective partiesImpressions & Clicks > Ad NetworksConversions > AdvertiserSo far this is just a duplication of what is naturally tracked by each party, ie just their own resources. The difference then is that this data is forwarded by each party to an attribution service provider.Ad Impression > Browser Function > Ad Network > Attribution ProviderConversion > Browser Function > Advertiser > Attribution ProviderAt first glance, this would nearly seem like any expected flow of ad data but here the “Advertiser” seems to stand in for the Ad Network, working on behalf of the advertiser. Why? Because otherwise the owner of the site would need to manage the attribution selection and call measureConversion() along with then updating the Ad Network. So what realistically…