Aloha Browser Update Promises End to Endless Cookie Prompts Tim Hardwick | usagoldmines.com

The new system is designed to address the common frustration with cookie consent banners, which studies show approximately 70% of users either ignore or dismiss without reading. But instead of simply blocking pop-ups, Aloha says its solution actively communicates user preferences to websites through a standardized API.

“How the industry manages cookie consent is backward and has actually backfired,” said Andrew Frost Moroz, Founder of Aloha Browser. “It’s time to give users the ability to manage their privacy preferences across the web without being constantly interrupted by cookie pop-ups.”

The feature offers several preference options, including allowing or rejecting all cookies, creating custom settings for different cookie categories, or setting specific preferences for individual websites. Aloha says these choices are stored securely in the browser and automatically applied across all sites visited.