While we normally think of browser add-ons that disable tracking cookies, the case is not so clearcut. With Firefox now blocking the cookies in the browser itself, a debate has erupted in the content and advertising industry. "Yesterday, IAB CEO Randall Rothenberg made the case that Mozilla's move to block third-party cookies in the new version of Firefox is a war on small publishers.... The Association of National Advertisers has joined this fight... Yet many publishers, large and small, disagree." This disagreement represents, it seems, a deeper division between the branch of the industry that focuses on branding and awareness, and the brach that focuses on direct response.
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