Digital Advertising Alliance Ad Targets Mozilla

Today the Digital Advertising Alliance (DAA) placed a full-page ad in Advertising Age highlighting the real world negative consequences that we believe will result from plans by Mozilla – maker of the Firefox Web browser – to block third-party cookies for all of its users worldwide.   The American Advertising Federation is on the governing board of the DAA.

You can view the ad – titled Keep Mozilla from Hijacking the Internet ­– by clicking here.

As the ad explains, the DAA thinks that Mozilla’s unilateral approach on cookie blocking threatens to undermine commerce and the consumer experience on the Internet.  All advertisers want to reach the right audience, with the right message, at the right time.  Used transparently and responsibly, cookies improve the relevancy of the online experience for consumers.  Cookies are necessary to generating the enhanced publisher revenue that supports a diverse and free content for consumers.  The DAA feels that Mozilla’s approach would instead eliminate cookies essential to advertising technologies, turning Mozilla into “judge and jury” for business models on the Internet.

More importantly, to the extent that Mozilla’s approach is perceived as promoting user privacy, we know that the consumers already have robust mechanism for transparency and choice: the Digital Advertising Alliance and its AdChoices icon program, which AAF and our members have long supported.  More than two million unique online users have already exercised choice through the DAA program Web site at Moreover, unlike cookie blocking technologies from any one particular company, the DAA program works across all browsers and is backed by meaningful enforcement.

In the DAA’s view, Mozilla’s approach isn’t really about privacy: instead, it’s about helping some business models gain a marketplace advantage and reducing competition.

It’s clear that we shouldn’t let Mozilla take a cookie-blocking approach.  I would like to enlist your help in this campaign by asking you to send an email to to

  • Tell Mozilla not proceed with its plans; and
  • Provide the DAA any examples or anecdotes you’d like to share about how Mozilla’s approach might negatively affect the Internet ecosystem

Thank you again for your time and commitment to addressing this very important issue for the future of the consumer-facing Internet.

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