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Browser To Block Third-Party Cookies; Web-Tracking Tags Increasing


February 25, 2013

Firefox will block third-party cookies by default when it rolls out version 22 of its browser in early April, ADWEEK reports. The news could “put a crimp in the growing online behavioral advertising business but give privacy advocates a victory in their attempts to give users more control over their online information,” the report states. Interactive Advertising Bureau Senior Vice President and General Counsel Mike Zaneis said the new policy is “a nuclear first strike against the ad industry.” Meanwhile, MediaPost News reports Evidon has found that the number of web-tracking tags from ad servers and other third parties is up 53 percent and only 45 percent of those tracking tools were added directly by the publisher.
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