Privacy
If Firefox is protecting users’ privacy, we first need to understand the definition of privacy and how it can be interpreted.

“Privacy is the right to control one’s personal information”. Furthermore, “personal information is information that can be tracked back to an identifiable individual”.

Now if we go back to cookies and shed light on the information that they contain, based on above definition, a cookie does NOT necessarily invade one’s privacy!

Harmless Cookies
There are different types of cookies and by legal definition they are not an act of violence. For instance a cookie can represent geographical information and/or browsing behavior.

Opt-in
More than 80% of Canadians are aware that they are being retargeted and tracked online and yet, only 1-2% of them decided to opt-out from sharing their “personal information” (for more information check http://www.youradchoices.com/)

Do Not Track
Users are all aware of DNT (Do Not Track) and deleting cookies options within their browser, so if they don’t delete the cookies they have already authorized/are willing to be sharing their personal information.

There’s No Such Thing as a Free Lunch
Firefox is a free online tool. In the commercial world ‘free’ is always and only subject to monetary trades! In other words, if you are willing to access a free service, although you are not paying money, by definition you are entitled to trade some sort of information in return. In this case, online users are giving up their online behavior, browsing trends and geographical locations.

Giving up Advertisers for Users?
Moreover, behavioral targeting is right at its peak in the digital realm. Many of the cutting edge advertisers are heavily investing in this approach.  Firefox’s favorability will drop by great extent if they decide to proceed with blocking cookies as part of their users’ privacy protection.

Who is Dominating the Market?
It is important to note Firefox’s market share. Around 80% of desktop browsers would not be affected if the change is made.


About the Author
Niloufar Alaghehband is Mediative’s Audience Targeting, Product Manager. With experience in digital advertising, Niloufar seeks to provide insightful solutions for advertisers across the Canadian market with best in class audience targeting approaches. Niloufar is a strong believer in data advertising and is constantly studying various tools, platforms and technologies to ensure advertisers’ message is directed towards the right audience, at the right time in the brand-safe environment. Having completed MSc degrees in Engineering as well as Management, Niloufar is equipped with extensive analytical skills and a good understanding of business trends.