Mozilla has postponed activating the third-party blocking feature on its latest browser, Firefox 22, according to an update on its developer page. The Mozilla Foundation, makers of the Firefox Web browser, had said it planned to block third-party advertising cookies by default on the new version. Apple's Safari browser already blocks third-party cookies. The ANA and other ad groups have said the blocking plan is "a dangerous and highly disturbing development."

Heineken is looking to make more original content for online channels and more long-form digital programming. Ron Amram, Heineken's senior media director said most of the brand's advertising remained focused on TV, but added: "What we're trying to do now is have a secondary line of communication, one that's more targeted."

Consumers have increased beer consumption, and craft beers have benefited. According to Chicago-based research firm Mintel, consumers who were of legal drinking age in 2012 are the most likely to report increased consumption of beer, and that includes 7% who are drinking more craft beer in 2013 compared to 2012. In addition, discovery of new beers is popular with 93% of imported beer drinkers, 88% of domestic fans and 84% of craft beer consumers.

A Clear Channel billboard in Peru, the first to extract drinking water from air has produced 15,000 litres in six months. And since the billboard's arrival at the end of 2012 in Bujama, a small village community just south of Peru's capital city, Lima, residents now have access to an average of 96 litres of drinking water a day. The billboard uses a panel with a condenser and filter to trap humidity in the air. Media agency Media Connection BPN and advertising agency Mayo Draft FCB Peru have also partnered the project.

Netflix says it won't be selling ads for its streaming site. Netflix executive David Wells, speaking at the JP Morgan tech conference said that while there are improvements in things like customers' "likelihood to recommend" responses, "we still feel like there's more recover to be had." As for ads, he said "We did experiment with [ads] awhile ago in the past," he said. "We felt like it was not conducive to the brand we have today."

Big surprise: the Supreme Court comes down on the independent farmer. Consumer sentiment about Monsanto isn't top shelf, so shoppers who don't want to buy what they spawn can get Buycott, a new app allows consumers to scan any item and the app will trace its corporate ownership, displaying a family tree of sorts on the mobile device.

For Hellmann's centennial birthday, parent Unilever is launching the largest campaign ever for the brand. It includes TV, print and digital ads, a Facebook page and YouTube videos featuring chef Mario Batali cooking up Hellmann's recipes, a smartphone app and a September event that will include the world's largest picnic table.

Nintendo has begun a digital agency review, according to industry executives. California-based External View Consulting Group is managing the search process. Nintendo currently uses Publicis Groupe's Leo Burnett, and has worked with Publicis shops Optimedia for digital media-buying and planning and Zenith for broadcast work. Interpublic Group of Cos' GolinHarris has supported Nintendo's PR for a number of years. Nintendo spent $78 million on U.S. measured media in 2012, according to Kantar Media.

McDonald’s Corp. is launching three new Quarter Pounder sandwiches to replace the 3rd Pounder. The three new flavors, which were tested for nine months are Deluxe, Habanero Ranch, and Bacon and Cheese. Each will be in a different bun containing more whole grains, while the original Quarter Pounder will keep its traditional bun.

Reynolds American is about to double down on electronic cigarettes. The Winston-Salem, S.C. tobacco company has, per its CEO Daan Delen, placed links on its website. The company is testing its Vuse e-cigs in local markets with no reported sales numbers. Delen said Reynolds continues to “see very high levels of trial for (e-cig) products out there, but still low level of conversion.” He said Vuse will be able to carve out a market niche because its technology “is superior to anything in the category and more similar to the typical consumer smoking experience.”