Choice. Pure and Simple. Voice Your Opinion Now.

MozillaDMA is always about our two foundational principles of consumer protection: Notice and choice.

That’s why we wholeheartedly support the Digital Advertising Alliance (DAA) “Stop Mozilla” campaign — with its centerpiece advertisement in Advertising Age this week.   Mozilla wants to decide for consumers what advertising they will see, by controlling the placement and use of cookies.  We think that is wrong – and bad for everyone’s business.

No one should decide for consumers how their data is collected and used for marketing purposes. Not DMA, not the Government and not a single business or technology provider.   Of course there are already strict legal requirements for use of data regarding health, financial and children. Advertising data, used responsibly for marketing purposes, is already ably and widely managed by consumers via the DAA Ad Options program, giving consumers control over cookie placement and use, as well as what ads they see.  There is no need for Mozilla to impart its own will, under the guise of consumer protection.

Mozilla -or Microsoft or Google or any browser owner – shouldn’t get to decide for consumers.   If you agree, send an email to to:

  • Tell Mozilla not to 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.

And share this blog post with your own network, or join the cause on Linked In.  This is a great way for DMA members to support a cause that benefits consumers – and our industry.

  1. Pah!

    August 7, 2013

    Silly DMA–no one wants to look at ads, they just tolerate them. Like the illegal and prevalent robo dialed solicitations, online ads are not desired. The Ad Options program you boast over is an utter failure. There is no escape from the ads, only varying levels of invasiveness.

    • Stephanie Miller

      August 7, 2013

      Thanks, Carrie. Actually the Ad Options program DOES work – trillions of ad impressions every month result in millions of consumers clicking to learn more. A small number of them do exercise their option to opt out of targeted ads. Education, notice and choice. That works!


      Stephanie Miller

  2. Zac Courie

    August 7, 2013

    Why isn’t the link provided to the source where Mozilla has revealed this problem? This article might convince me, but I need to see Mozilla’s arguments/statements first. I’m interested, so please let me know.

  3. Myles J. Swift

    August 7, 2013

    I install blocking lists including analytics lists on all the machines I work on. The advertising has become useless to me. I’ve done some time studies. Almost 80% of the time for a page to draw is waiting for the search engine to figure out which ads to show me. I can’t even scroll the page until the ad servers have finished. Over 80% of the ads I see are for things I already bought or decided against buying. How about giving me the best ads for my current search term, and no others. Those ads might have some value. As it is if I’m using Google I shift the page to get the right hand ads out of sight and start at about page 4 of the search results. The DMA and the SEOs just keep chasing their tails and Google laughs and laughs.

    Now if you want to start paying our billable rate of $2 a minute while we wait for your ads so we can continue to work I don’t have a problem with wasting the time and attention.

  4. Gilles Lacroix

    August 7, 2013

    Just install self destructing cookies. Works pretty good

  5. DaleB

    August 7, 2013

    Of course paid ads work. As a digital marketer, I use them every day.

    While I’m a Mozilla user and supporter, if this report is true, I’m rather surprised at their initiative.

    Keep the ads marketplace and data free and the.

    I don’t know why consumers complain about the ads. Would they prefer paying a user fee for their favorite search engine or do they just think it happens by magic?


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