Online advertising can be more than just annoying. It can also break the user's privacy through tracking technology intended to help targeted ads and measure response. Users have long had a variety of tools available to fight aggressive or nosy ad-tech. However, these tools often require users to install new software or point to browser settings. Today, Mozilla, the company behind the popular Firefox browser, said it would 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 non-website publishers; Users do not need to take any further action. The feature is already tested and is expected to be included in Firefox later this year. It will also block trackers who take too long to load. The features are not designed to block ads, but may prevent anyone from appearing because the ads include tracking scripts that take too long to load.
Firefox allows users to already block tracking completely, but the feature is not turned On by default unless you open a "Private Browsing" session. The new features are more granular and turned on by default. They are part of a recent push of Mozilla to emphasize privacy, including its Focus software that blocks tracker in IOS.
Mozilla is not the first browser to offer protection against tracking by default. Apple's Safari browser also blocks third party trackers. But unlike Safari, the trial version of the Firefox block contains slow-loading trackers, which currently prevent ads from appearing on Wired.com and other sites.
The features are similar to those offered by plug-ins, such as Disconnect or Privacy Badger. In fact, Mozilla is dependent on a list of trackers created by the Disconnect team. "But the majority of browser users do not install such add-ons and make them vulnerable," said Firefox Product Manager Peter Dolanjski, quoting Mozilla's own user behavior investigation. "By activating these features by default, we can protect many more users."
Mozilla considers several actions against annoying ads. Firefox and other browsers have long blocked pop-up ads that open new windows. But now there's a newer form of popup windows that appear over web content without opening a new window or fan , became popular. Dolanjski says Mozilla is investigating whether it is possible to block these "modal" popup windows, although the company is not committed to blocking them if it turns out to be possible. Users who want to help Mozilla with this survey , can install a plugin to report this newer type of popup.
Mozilla's approach is more aggressive than the ad blocking has now been bumped into Google Chrome's web browser r, which only blocks ads on pages that involve particularly disgusting advertising and are not focused on protecting privacy. Microsoft recently began combining Adblock Plus with mobile versions of its Edge browser, but it is not enabled by default.
While approaches vary, there is a clear trend towards browsers that take a more active role in designing content usage. For years, browsers have simply displayed content that web publishers have provided and ran as the code was collected with these pages. That permissiveness led to a worse web, a bother of video that plays automatically, ads stalks you over the web or spread malicious software, and pages larger than the original DOOM video game. The innovations that now turn out of browsers have the potential to transform the web, but also add greater control in the hands of big companies like Apple, Google and Microsoft, which makes many of the most popular browsers. Mozilla represents an alternative to these massive companies.
Firefox will be the most widely used browser to block trackers by default, but it still tracks Google Chrome in use with a wide margin. According to Statcounter, Chrome has nearly 60 percent of the global browser market, while Firefox has 5 percent. Safari has about 1
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