By Ronan Shields • July 21, 2026 •
Ivy Liu
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The World Wide Web Consortium’s proposed Attribution API has entered one of the most significant phases of its development, with the specification now open to broader industry review as industry stakeholders weigh its implications for privacy-preserving advertising measurement.
The web standards body, more commonly known as W3C, has been incubating the proposal within its Private Advertising Technology, or “PAT,” working group with input from representatives of major web browser providers, such as Apple, Google, Microsoft, and Mozilla.
