With the recent news that the next release of Mozilla’s Firefox browser will come with third-party cookies blocked as standard, there has been a lot of uncertainty for online marketers. Indeed, the IAB has launched a petition which has been signed by in excess of 500 fearful online businesses, urging Mozilla to drop their plans. If this is implemented, it could potentially put a significant amount of companies reliant on cookie-based tracking out of business.
The threat to cookie-based tracking is nothing new though. The ‘do not track’ initiative is prevalent throughout the U.S. and has been a major risk to online advertisers and their publisher base.
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