Mozilla has been busy including anti-tracking features in its browser and one that has been criticized by the Interactive Advertising Bureau (IAB) is the default blocking of third-party cookies. This particular feature would block all third party cookies by default and users would need to decide for themselves which cookies will be allowed on their systems and which won’t be.

Advertisers use cookies to serve targeted ads to users while they are browsing the web. A default block on these cookies means advertisers will be nearly blind to the surfing habits of users and they wouldn’t be able to serve targeted ads, which as they claim would directly impact the user experience and as we understand their revenue.

This is what the IAB is objecting to. Back in July, Randall Rothenberg, CEO of IAB lambasted Mozilla for its default third-party cookies blocking plans. Rothenberg said that that the company has “lost its values” as it took away users’ rights on controlling cookies and how they were used on their systems.

The ramblings didn’t end there and a couple of days back IAB took out a full page ad urging users to stop “Mozilla from hijacking the Internet”. Through the advert IAB has claimed that the Firefox maker wants to be the “judge and jury” when it comes to business models on the web. According to the IAB, Mozilla wants to eliminate the cookies which enable online advertisers to reach the right audience.

“If cookies are eliminated, it is clear to us that consumers will get a less relevant and diverse Internet experience”, reads the advert. The bureau went on to claim that currently users have control over whether they want to receive interest based ads or not.

There are quite a few including us who are not in sync with IAB’s claims here. Mozilla is not eliminating the third-party cookies. All it is doing is handing over complete control of cookies back to users and that too in a transparent way.

  • Billy Buzz

    Wow. screw the IAB. Freaking morons.

    • antifud

      its hilarious to hear the early death knell from the IAB. good riddance. This is another “by giving users rights, we’re claiming (they’re doing the opposite) ” article. Go figure. IAB doesn’t care about people.

  • rezme

    “If cookies are eliminated, it is clear to us that consumers will get a less relevant and diverse *advertisement inundation* experience”, reads the advert.


  • EndHaiku

    What a misleading acronym. I was shocked that the Internet Architecture Board would take a position, but it turns out that it’s just a bunch of marketing douchebags.

    • The mighty Tfear

      I thought it was or something, and then I thought, geez what douchebags get back to the funny. I was wrong, it was just a bunch of idiots naying and braying like farm animals.

  • Mozilla: +1, IAB: lol

  • …aaand my morning is off to a good start. Burn marketers, burn!

  • Truthspew

    First of all I employ AdBlock+ on the browser and block the more egregious crap at the router or hosts level.

    And I for one am happy that Mozilla is doing this.

  • Konto

    Dear IAB,
    please fuck yourselves gently with a chainsaw.

  • why not what

    How well does working for the bad guys pay?

  • bugmenotcom

    Advertizing companies come knocking at my computer asking to store cookies here, Mozilla says “no thanks, you can’t come in”, and they rant that Mozilla is “hijacking the Internet”?

    That’s like Jehovah’s Witnesses come knocking at my home asking to come in, I say “no thanks, you can’t come in”, and they rant that I’m “hijacking the Sidewalk”!

    Buahahaha. That’s just too funny! They’re delusional. It must be due to a lack of oxygen, they’ve got their heads shoved so far up their own ass.

  • Daniel Oom

    If you thought the Internet Architecture Board is an authoritative organisatiion, the Interactive Advertising Bureau must be some obscure organisation. The rulebook says that advertising on the Internet is actually legal these days, to the extent that national laws will permit it.