@mcc I don't think this refers to Google's proposal, but instead to a pilot with standards from the Private Advertising Technology group at the W3C.
https://github.com/mozilla/explainers/tree/main/ppa-experiment
Of course, you still may turn it off :-) but it's a different approach from that in Chrome AFAIK, and has IMHO a better (not monopolistic) approach to Web advertising.
(That's not my endorsement of Web advertising, I turned the feature off myself.)
@arjen Hello, I was sent several copies of this github link overnight but haven't had a chance to read it yet. Can you clarify:
To your knowledge, what if anything is the difference between the "Ad measurement" feature listed in the "Ad Privacy"/"Ad Sandbox" pane of Google Chrome's settings, and the Firefox "Ad measurement" feature / the W3C standard to which you refer?