Mozilla adds tracking protection to Firefox
Mozilla has introduced new functionality to its Firefox web browser that is designed to give users more control over the data received by third parties online.
The non-profit company has augmented Firefox's Private Browsing function to introduce tracking protection.
The functionality, which is enabled by default in private browsing mode, blocks tracking elements such as ads, analytics trackers and social share buttons that may record a user's behaviour across multiple sites.
A new control centre can be used to view and modify site security and privacy controls. Mozilla noted that the tracking protection function may prevent certain ads and web pages from displaying correctly, but said this can be circumvented by temporarily switching tracking protection off.
Implementing tracking protection by default could be a key differentiator for Firefox — it's a move Google is unlikely to take in Chrome given that the company's business model depends in part on tracking usage behaviour. Microsoft also has an advertising business that relies on tracking users.
This could help Mozilla revive interest in Firefox and stem the loss of its market share to Chrome.
But it could spell bad news for advertisers and other companies that rely on tracking users across websites to deliver targeted ads.
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