Mozilla Firefox, or simply Firefox, is a free and open-source web browser developed by the Mozilla Foundation and its subsidiary, Mozilla Corporation. Firefox is officially available for Windows 7 or newer, macOS and Linux; its unofficial ports are available for various Unix and Unix-like operating systems.
As of September 3, Mozilla has switched Enhanced Tracking Protection (ETP) on its website browser, Firefox as a default for all users. The privacy setting update, which was first launched in June, blocks all third-party tracking as the browser continues to push the anti-tracking initiative, which has been a big talking point throughout 2019.
The implement was part of the site’s v69.0 update and according to Mozilla in a blog post, it represents a “milestone” that marks “a significant step in our multi-year attempt to bring stronger, more usable privacy protection to everyone using Firefox.
The change was a piece of the site’s v69.0 update and as indicated by Mozilla in a blog post, it speaks to an “achievement” that denotes “a noteworthy advance in our multi-year exertion to bring more grounded, usable security insurances to everybody utilizing Firefox”.
“At present, more than 20 percent of Firefox users have enhanced tracking protection. With today’s release, we expect to protect 100% of our users by default,” Mozilla said in a statement.
David Camp, senior vicepresident, said earlier in the summer that in reaction to the increasing controversies surrounding data privacy and vulnerable individuals, it was “unfortunate” that change had to occur in order for tech businesses to notice.
Cookie tracking has been heavily discussed this year, particularly in the wake of the Information Commissioner’s Office (ICO) recent changes to its guidance around cookies. The technological landscape around handling and protecting personal data has been prompted by digital giants such as Apple and Google also enhancing their privacy settings, further clamping down on cookie tracking whilst creating a safe and user-friendly browsing experience for consumers.
“Ad personalisation as we know it is changing. Marketers, who until now have been able to use third-party cookies to track users for ad profiling, are going to need to start thinking differently. GDPR-safe marketing is the way forward. This means focusing not on the individual, but on the personas in your audience. By understanding what interests them and serving them with relevant content, marketers will be able to drive more meaningful interactions, build loyalty and see an impact for their business,” said Yuval Ben-Itzhak, CEO of Socialbakers.