Firefox brushes off advertisers, plows ahead with ‘Do Not Track’

Anyone looking to search the web without being tracked by advertisers will soon be able to use Mozilla’s Firefox browser without worries. The Washington Post reports that Mozilla is moving ahead with plans to implement a “Do Not Track” system that will let users opt out of the most common types of tracking that advertisers use. Advertisers are predictably unhappy with Mozilla’s decision, of course, but the Post says that Mozilla executives are confident about “the growing sophistication of tools they are building to limit the placement of cookies in users’ browsers” such as their plan to “add limits on cookies placed by sites users intentionally visit, such as Facebook, to prevent tracking when users sign off and go to other sites.” Mozilla CTO Brendan Eich said that the organization’s efforts to carry out a strong Do Not Track policy were the best way “to change the dynamic so that trackers behave better.”