Firefox ETP live across default browsers
Firefox Enhanced Tracking Prevention live
Mozilla recently announced that their Enhanced Tracking Protection features are now live by default across browsers for new users. For users with existing browser versions, this setting will require a manual update so we expect roll-out and impact to ramp gradually. For new users who install and download Firefox for the first time, Enhanced Tracking Protection will automatically be set on by default as part of the ‘Standard’ setting in the browser and will block known “third-party tracking cookies”.
This will impact view through conversion tracking and audience based strategies on Search and Display.
In order to mitigate conversion loss we recommend to implement SideWide tagging.