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The Digital Advertising Alliance wants to be ready when Mozilla starts blocking cookies by default in its Firefox Web browser.
Mozilla's cookie-blocking plan has been controversial from the start. As much as privacy hawks praised it, it was blasted by the interactive advertising industry for its potential to wipe out smaller Web publishers that rely on third-party ads to stay in business. And unlike with Microsoft's default Do Not Track browser, which simply sends a signal, Mozilla's plan can't be ignored.