Digital advertising is not going away, but the surveillance parts could actually go away if we get it right. A truly private attribution mechanism would make it viable for businesses to stop tracking people, and enable browsers and regulators to clamp down much more aggressively on those that continue to do so.

Dear CTO,

What makes you think that advertisers would drop any existing privacy intrusion software just because you just gave them another, less useful data set on top of what they already collect? For them, more data means better targetting which in turn means more profit. Do you expect those people to suddenly stop profiling everyone and make less profit out of the goodness of their heart? Well, then you are probably heading for a big surprise.