That’s true, but this feature doesn’t involve your browser tracking you or profiling you. It only relates to anttribution. And if you don’t trust that, it’s an easy 1-click opt out.

There is a good high level explainer here: https://andrewmoore.ca/blog/post/mozilla-ppa/

What?

uBO absolutely helps against tracking. It is at least half of its reason for existing.

The two primary lists are an (1) an ad block list (2) an anti-tracking list.

And used in medium or hard mode uBO categorically blocks many methods of tracking.

But also, if you use Firefox, this is layered on top of Enhanced tracking protection, blocking of 3p tracking cookies, and total cookie protection (dfpi)

It’s a word that has become popular in general in the last year-ish. But if you hear it more here. It is likely because it is a term used to describe the dynamic that pushed people from Reddit and other platforms to Lemmy. So you will here it more here, since pretty much everyone here has been personally affected by it.

Basically we are a self selecting group of people who chose to leave (or minimize use of) big tech platforms. And are therefore much more likely to be aware of the problems with those platforms.