With the newest update, Firefox will now start blocking thousands of cloud-based web trackers by default, while this is designed to protect users from many websites, analytics companies, and advertisers that may want to follow their paths across the web it potentially will cripple or destroy the lead generation efforts of those who use those tools to provide the best possible experience. Users will also notice the change speed up the browser as fewer Third-party assets will be allowed to load.
This marks a huge change in how one of the top four browsers handles privacy and user data, but Mozilla luckily has not pushed the envelope quite as far as Apple did when it added a similar feature to Safari several years ago. With Apple’s browser, it blocks nearly all third-party trackers by default, rather than just known trackers collected on some blacklist. Apple also goes about limiting trackers from being used by third parties at all if you haven’t interacted with the website they originate from in a full day.
MOZILLA'S BLACKLIST TO LIMIT “POTENTIAL USABILITY ISSUES”
Mozilla is trying to strike a middle ground when it comes to the user's data, by only blocking known tracking cookies, but not all cookies in general. Mozilla found that by blocking all cookies “leads to scenarios where many websites may not function properly,” and so it chose this partial approach to prevent “potential usability issues.” Anyone who wants more protection can go into Firefox’s settings and change the tracking blocking settings from “standard” — the default setting — to “strict.”
The fact that Tracker blocking will be on by default for all new Firefox users starting today, means marketers will need to look for new ways to get that user data in a reliable fashion. As an OpenSource advocate, I see this as another item in the growing list of reasons an Entrepreneur should invest time in learning how to leverage more OpenSource tools they can own.
Even though Firefox isn’t leading the pack when it comes to this new blocking tracker feature, it’s still leaps and bounds ahead of Google’s Chrome browser, but only for now. Google also has some vested interest in keeping some amount of web tracking alive — the company survives off of ads, which are often targeted — whereas Mozilla and Apple don’t, so Chrome is likely to continue lagging behind or will adopt a strategy that will ensure Google's ads are not affected.
If you are interested in how to future proof your marketing efforts, I would suggest taking a look at two of my favorite tools Open Web Analytics for analytic information, and Mautic to provide lead capture forms. Both tools are OpenSource and can live on the same domain as your website, this means they would bypass the Third-Party tracking check altogether. If your interested in setting a demo up for these tools and how they may work in your organization, email me at [email protected] or schedule a call to go over things.