By default, future versions of the Firefox browser will automatically block tracking codes placed by third-party advertisers and networks. In addition, Firefox users will be offered a clear set of options to control what information they share with websites. This is a good thing.
Firefox’s new browser will keep brands from stalking you
Online advertising is more than just annoying. It can also violate users’ privacy through tracking technology meant to help target ads and measure response. Users have long had a range of tools at their disposal to combat aggressive or nosey ad-tech. But these tools often require users to install new software or poke around in their browser’s settings. Today, Mozilla, the company behind the popular Firefox browser, said it will take more aggressive measures to protect users’ privacy.
Future versions of Firefox will automatically block tracking codes placed by so-called third parties, advertisers or other firms that are not the website publisher; users won’t need to take any additional action. The feature is already being tested and is expected to be included in Firefox later this year. It will also block trackers that take too long to load. The features aren’t designed to block ads, but may prevent some from being displayed, because the ads include tracking scripts that take too long to load …
In the physical world, users wouldn’t expect hundreds of vendors to follow them from store to store, spying on the products they look at or purchase. Users have the same expectations of privacy on the web, and yet in reality, they are tracked wherever they go. Most web browsers fail to help users get the level of privacy they expect and deserve.”
— Nick Nguyen / Vice President, Firefox Product