New York, NY – March 22, 2013 – In spite of the doom-saying, Mozilla's move to block third-party cookies in the newest version of Firefox does not spell disaster for the advertising and publishing businesses. If anything, it sheds more light on the need for an ecosystem-wide solution. A group like the W3C, with the cooperation of the industry, including the OPA, has the potential to develop a balanced approach that will preserve consumer trust. The "first-party" publishers that comprise the OPA membership -- which are some of the most respected and dynamic online content brands -- have been standard-bearers for consumer privacy protection. Ultimately, this is about fostering a healthy environment where consumers feel safe online.
We believe the Mozilla news brings greater attention to the need for an ecosystem-wide solution, which preserves the bond between consumers and the content they rely on and trust, and, furthermore, ensures the best value for advertisers.