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New Type of Search Advertising Coming to Firefox

Posted on 5.21.2015

Mozilla is aiming to improve the state of digital advertising on the Web with its new feature called “Suggested Tiles.”

Suggested Tiles are a complement to Mozilla’s “Tiles” features. For instance, regular Firefox users see personalized content called “Enhanced Tiles” when they open a new tab in the browser. This content is personalized based on the user’s browsing history. Conversely, new Firefox users see “Directory Tiles” when they open a new tab in the browser. Directory Tiles were launched six months ago and include recommendations on interesting and important content. Suggested Tiles, however, include promoted content based on a user’s recent and most frequent browsing, providing Mozilla with a new way to feature advertisements in the search experience.

“Much of today’s digital advertising utilizes data harvested through a user’s browsing habits to target ads. However, many consumers are increasingly weary of how their data is being collected and shared in the advertising ecosystem without transparency and consent – and complex opt-outs or unreadable privacy policies exacerbate this. Many users even block advertisements altogether.  This situation is bad for users, bad for advertisers and bad for the Web,” Mozilla states in its announcement.

“With Suggested Tiles, we want to show the world that it is possible to do relevant advertising and content recommendations while still respecting users’ privacy and giving them control over their data.  And to bring influence to bear on the whole industry, we know we will need to deliver a highly effective advertising product.”

Mozilla goes on to note that users who do not want to see Suggested Tiles can opt out with just two clicks. Moreover, Mozilla says it does not use cookies, retain or share personal data to deliver Suggested Tiles. Brands interested in advertising with Suggested Tiles can learn more and register for the feature here.

It is important to note that Suggested Tiles will begin Beta soon and are expected to go live this summer, with the rollout beginning in the U.S. Additionally, users will first see “Affiliate Tiles” for other Mozilla causes and Firefox products before Suggested Tiles appear.

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