Group items tagged

The online ad industry has attacked Mozilla over its decision to block third-party cookies in a future release of Firefox, calling the move "dangerous and highly disturbing," and claiming that it will result in more ads shown to users. The fierce reaction came from the Interactive Advertising Bureau (IAB) and Association of National Advertisers (ANA), both of which laid out positions in blog posts on March 14.

In their blogs, the two groups lambasted Mozilla, predicting dire consequences, including the shuttering of small businesses and small websites, fewer choices for online users, and more ads in Firefox. "If Mozilla follows through on its plan ... the disruption will disenfranchise every single Internet user," said Randall Rothenberg, president and CEO of the IAB, in his post. "All of us will lose the freedom to choose our own online experiences; we will lose the opportunity to monitor and protect our privacy; and we will lose the chance to benefit from independent sites ... because thousands of small businesses that make up the diversity of content and services online will be forced to close their doors."

What raised the IAB's and ANA's hackles was Mozilla's decision last month to automatically block all third-party tracking cookies in a future version of Firefox, perhaps as soon as June with the release of Firefox 22. Cookies are used by online advertisers to track users' Web movements, then deliver targeted ads, a practice labeled "online behavioral advertising," or OBA, by the ad industry. The new Firefox policy will allow cookies presented from domains that users actually visit -- dubbed a "first-party" site -- but will automatically block those generated by a third-party domain unless the user had previously visited the cookie's site-of-origin.