Masked LARk: Masked Learning, Aggregation and Reporting worKflow

Understand

Today, many web advertising data flows involve passive cross-site tracking of users.

• Enabling such a mechanism through the usage of third party tracking cookies (3PC) exposes sensitive user data to a large number of parties, with little oversight on how that data can be used.
• Thus, most browsers are moving towards removal of 3PC in subsequent browser iterations.
• In order to substantially improve end-user privacy while allowing sites to continue to sustain their business through ad funding, new privacy-preserving primitives need to be introduced.