Hasta La Creative!

Mozilla’s announcement that the next version of Firefox, expected to go live in the near future, will include default third-party-cookie restrictions hit the ad industry like a thunderclap. Industry responses from across the board were cast in extreme terms, ranging from”nuclear” allusions to forecasting economic doom for the industry. Let me be clear, in spite of the rhetoric, Mozilla’s decision will not break the Internet.

Third-party cookies have long been considered one of the most complicated pieces of the digital advertising puzzle. Consumers are increasingly aware of the privacy issues surrounding third-party cookies. Mozilla, meanwhile, has simply taken the matter into its own hands — as Apple has done with Safari for the past decade — by offering a market-based solution, the success of which will be determined by the consumer.

In its decision to block third-party cookies by default, Mozilla is differentiating between sites that have direct relationships with consumers and those that don’t — which is more likely to meet with users’ expectations. Ultimately this is about fostering a healthy environment where consumers feel safe online. It’s hard to dispute that without this baseline acknowledgement of consumers’ expectations, our entire ecosystem will be compromised.

Continue reading at AdAge.com