This is such a weird proposal that I think indicates an unawareness of the advertising industry. The reason the internet tracking industry exists is entirely because the first party advertisers don't want to deal with attribution or anything like that. They are only interested with selling their product. They contract out to third party companies specifically to not have to deal with those attribution issues. The reason those third parties have to resort to tracking is because advertising fraud is rampant on the internet and the first party advertisers want some assurance that they aren't just throwing money away. In the traditional advertising world, they can see the ad on TV or printed somewhere and know they aren't getting ripped off. There is absolutely no assurance on the internet that anyone is seeing your ad. So this proposal is saying that the advertiser should be in the business of assuring that their ads are being seen and delivering value, but it still doesn't solve the problem that the advertiser wants to be sure how many of their ads are being seen. Advertisers are paying for the number of times and ad is shown not the number of times it is clicked (this isn't the year 2000), so this proposal gives the advertisers more work to do without actually solving their real problem. I don't foresee any significant adoption of this proposal from advertisers.

Now, if someone could come up with a privacy-preserving solution to advertisers quality assurance problem of buying advertisements on the internet, that would be big business.

" Advertisers are paying for the number of times and ad is shown not the number of times it is clicked (this isn't the year 2000), so this proposal gives the advertisers more work to do without actually solving their real problem. "

I might be mis-reading this but isn't Adwords model specifically disruptive because it charged per click and not per view. It's why when you click on a search ad you see ?gclid=... appended to the end of a URL so that the ad you clicked gets credit... I am confused or missing the reason for your statement about impressions being more important than a click?

I didn't know about "gclid=...", and "fbid=..." in URLS. After reading your post, I found an extension to remove them:

https://github.com/jparise/chrome-utm-stripper

With easily installable packages available for Chromium and Firefox:

https://chrome.google.com/webstore/detail/tracking-token-str...

https://addons.mozilla.org/en-US/firefox/addon/utm-tracking-...