Online Ad Industry Could Ignore Firefox’s Do-Not-Track Feature

Less than a year ago, Firefox browser maker Mozilla criticized Microsoft’s decision to enable Do Not Track by default in its latest version of Internet Explorer. Now, Mozilla is doing just that. The next version of Firefox will include a default setting that disables third-party cookies — the lifeblood of the complex digital ad industry. Initial reactions signal the digital ad industry could collectively ignore the Firefox setting, as it did in response to Microsoft’s default tool.

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