Advertising is central to the internet economy. It funds many free products and services. But it is also very intrusive. It is powered by ubiquitous surveillance and it is used in ways that harm individuals and society. The advertising ecosystem is fundamentally broken in its current form.
Advertising does not need to harm consumer privacy. As a browser maker and as an ethical company driven by a clear mission we want to ensure that the interests of users are represented and that privacy is a priority. We also benefit from the advertising ecosystem which gives us a unique perspective on these issues.
Every part of the ecosystem has a role to play in strengthening and improving it. That is why we see potential in the debate happening today about the merits of privacy preserving advertising.
As this debate moves forward there are two principles that should anchor work on this topic to ensure we deliver a better web to consumers.