Last week we answered the question ‘are cookies truly effective when it comes to capturing your website's traffic?’ and concluded that the answer was no. One of the main reasonings for this deduction revolved around blockage; consumers and their devices are putting up walls to protect their privacy.
Even the internet itself is now implementing regulations around tracking. Apple’s Safari, which is ranked second in browser popularity (Google Chrome captured first), implemented a feature known as Intelligent Tracking Prevention about a year and a half ago. It started out that cookies working through Safari were only valid within a 24-hour period of time and would then time-out. Noticing that advertisers were weaseling their way out of that timeline, they eventually updated their feature to prevent cookie tracking all together.
Additionally, Google’s Chrome has given users the ability to block cookie tracking for nearly a decade. However, just a few years ago Google unveiled its improved efforts to offer its users a more clear-cut, simple way to disable cookie tracking.
Mozilla announced their newly released streamlined version of Firefox tracker blocking just last week. In the Firefox main menu, users will now notice a “Privacy & Security” section with the very top of the page featuring their new “Content Blocking” feature. Users can then select which level of tracker blocking they would like for their browser, strict, standard or custom. These different levels of protection help users allow a moderate amount of tracking down to hardly any tracking at all. Firefox users are also now able to select whether they would like to send a “Do Not Track” signal to websites they visit.
Essentially, Firefox, much like other browsers, has always allowed the blocking of cookie tracking, though it might not have been seen as easily accessible to the everyday consumer in the past.
The main point to grasp here is the streamlining of this tracker blocking, so while Firefox has always allowed this tracker blocking, they’ve now made it easier than ever. This new protection feature is now more accessible and simpler to navigate for the general public in order to enable all sorts of consumers to have more power over their online data tracking and collection.
Protecting the Consumers
What consumers are coming to realize is that they’ve opted in to data tracking, most of the time without even realizing it. This data is then being collected on individuals and being sold without their knowledge and/or permission. Much like the case with Facebook’s recent debacle with Cambridge Analytica, the public is beginning to take more seriously what data is being collected on them and who has access to it.
With data collecting being such a hot topic of discussion, it serves well for these top web browsers to show their consumers they are willing to take the steps to give privacy to their online activities.
The public as a whole is becoming growingly exposed to what exactly data is, and how it’s being gathered, here with the case being online tracking. What’s coming from this is a surge in data tracking regulations and requirements, much like the establishment of GDPR in the Europe Union.
The Adronitis Advantage
We’ve said it before, and we’ll say it again: Adronitis is a cookie-free organization. Our targeting technologies bypass browsers, cookies, and clicks to identify unique individuals. As browsers continue to streamline tracker blocking, it merely further empowers Adronitis and our one of a kind ad targeting. Our technology takes the muddle out of ad targeting by ridding any tracking data from our process. Instead our technology focuses solely on individual households, specifically physical addresses. Whether we’re taking a client’s list or conducting our own audience building, what we’re doing is taking physical addresses and/or device IDs and turning them into their correlating IP addresses. All with no tracking, no invasion of privacy involved.
In essence, we’re thrilled to see Firefox, among other browsers, taking privacy regulations such as this more seriously on behalf of all consumers.