The Do Not Track controversy continues to hit the news cycle with this recent article in AdAge.
The big story here: Mozilla has decided to test requiring its users to opt in and enable Firefox’s third-party cookie blocking feature themselves, rather than opting them in to cookie blocking automatically.
It’s quite a turnaround from the company’s controversial announcement earlier this year that it planned to include default settings in its browser Firefox that would disable third-party cookies. Writes Kate Kaye for AdAge:
The Mozilla decision was viewed as a victory among privacy advocates, many of whom believe the industry is blocking progress on developing a browser-based Do Not Track standard, a project centralized within the Worldwide Web Consortium.
On the other hand, opponents of these initiatives, such as the Interactive Advertising Bureau, describe Mozilla’s plans as “harmful to the ad-supported internet across a number of dimensions.” And these opponents are not out of the woods yet, as it appears that plans to block third-party cookies by default in Firefox could still be in the works.
In the meantime, we will watch how things unfold as the company continues further tests on this new patch. For our thoughts on the Do No Track controversy, check out this video featuring Ken Harrop and read some key takeaways on a “life after cookies” here.