Web Browser company Firefox has introduced a new set of controls to make it easier for users to avoid online ad trackers. The company has redesigned their content blocking section so users can turn off cross-site trackers.
These trackers are used by advertisers and data brokers to track users activity across the web. It gives them a clearer picture of what pages are accessed so they can target better ads.
Many websites have been attempting to improve their browsers in recent years to stop these ad trackers.
Firefox is one of the web browsers that has been trying to introduce more anti-tracking protections for years. In 2015, it began blocking ad trackers by default in private browsing mode.
This feature has now been expanded to include optional tracking blocking in non-private browsing in 2017.
The company uses Disconnect to help it block trackers. They are a company that makes free and premium anti-tracking tools and create lists of sites to block.
Mozilla, who develop the Firefox browser, began enabling users to optionally block cross-site ad tracking cookies in 2018. The ability to block cookies prevents ad tracking domains from using cookies.
A spokesperson for Mozilla said: “Enhanced Tracking Protection is a suite of protections encompassing the traditional tracker blocking introduced in Firefox 42 and the cookie blocking feature introduced in Firefox 63.”
Blocking by Default
Mozilla’s long-term goal is to make blocking of third-party trackers by default. However, this can break the functionality of some websites, so the browser firm needs to take things carefully.
Currently, users have three modes to choose from. Standard mode blocks trackers in private browsing, while strict mode blocks them in non-private browsing too. There is also a custom mode that lets you decide how much blocking the browser does for you.
Firefox will continue to allow some tracking such as those designed to protect users. These could be those that help authenticate users or ones that filter out bots.