Firefox 63, out today, includes the first iteration of what Mozilla is calling Enhanced Tracking Protection (ETP), a feature to improve privacy and stop your activity across the Web from being tracked.
Tracking cookies store some kind of unique identifier that represents your browser. The cookie is tied to a third-party domain—the domain of the tracking company, rather than the site you're visiting. Each site you visit that embeds the tracking cookie will allow the tracking company to see the sites you visit and, using that unique identifier, cross-reference different visits to different sites to build a picture of your online behavior.
The new option to block third-party tracking cookies but permit other third-party cookies. (credit: Mozilla)
Firefox has long had the ability to block all third-party cookies, but this is a crude solution, and many sites will break if all third-party cookies are prohibited. The new EPT option works as a more selective block on tracking cookies; third-party cookies still work in general, but those that are known to belong to tracking companies are blocked. For the most part, sites will retain their full functionality, just without undermining privacy at the same time.
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