Online advertising can be more than just annoying. It can also violate users’ privacy through tracking technology meant to help target ads and measure response. Users have long had a range of tools at their disposal to combat aggressive or nosey ad-tech. But these tools often require users to install new software, or poke around…

Online advertising canbe more than just annoying. It can also violate users’ privacy through tracking technology meant to help target ads and measure response. Users have long had a range of tools at their disposal to combat aggressive or nosey ad-tech. But these tools often require users to install new software, or poke around in their browser’s settings. Today, Mozilla, the company behind the popular Firefox browser, said it will take more aggressive measures to protect users’ privacy.

Future versions of Firefox will automatically block tracking codes placed by so-called third parties, advertisers or other firms that are not the website publisher; users won’t need to take any additional action. The feature is already being tested and is expected to be included in Firefox later this year. It will also block trackers that take too long to load. The features aren’t designed to block ads, but may prevent some from being displayed, because the ads include tracking scripts that take too long to load.

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