Mozilla and adMarketplace Ink New Deal for Homepage Tiles

Businesses will have advertising options but Mozilla says you'll still have your privacy

By
Jerri Ledford
Jerri Ledford
Jerri Ledford
Senior News Editor, Fact Checker
  • Western Kentucky University
  • Gulf Coast Community College
Jerri L. Ledford has been writing, editing, and fact-checking tech stories since 1994. Her work has appeared in Computerworld, PC Magazine, Information Today, and many others.
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Updated on July 16, 2024 11:43AM EDT
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If you're a Firefox user, you might see more ads on your homepage tiles.

Update

Haidi Kelly, SVP, Marketing for adMarketplace, confirmed via email that adMarketplace has been in partnership with Firefox since 2019, and said the advertising tiles are not new. However, Kelly did point out that the tiles are "targeted through consumer intent. No cookies, no tracking, no PII whatsoever. We use certain KPIs and metrics to measure relevancy for serving the ads to the users while preserving their privacy."

No one likes advertisements, but the truth is, ads are what keep our favorite services and apps available, and now Mozilla is trying to find a way to keep ads alive but also maintain your privacy.

The Firefox browser has homepage tiles where you can customize what you see there, and according to a new announcement from adMarketplace, it will soon be a place for advertisers to display ads, too. The press release detailed a new partnership between Mozilla and adMarketplace that will allow sponsored tiles in Firefox's new tab experience "without compromising user privacy." How the two companies intend to do this was not detailed in the press release. Lifewire did reach out to adMarketplace for additional details, which can be found in the update above.

A mockup of the Firefox homepage with tiles.
Soon, advertisers will have placement within these tiles on the Firefox homepage.

Growtika / Unsplash

"The online advertising industry is undergoing significant transformation. Innovation is critically needed so that privacy and advertising can coexist," said Katherine Bose, Vice President of Business and Corporate Development at Mozilla. "We're happy to partner with adMarketplace in order to bring these privacy-preserving ad solutions to more advertisers."

Mozilla also announced a number of new Firefox updates on its dist:lled blog on Monday, including Tab Grouping, Vertical Tabs, and a Sidebar. The company also seems to be continuing to improve privacy settling, performance, and compatibility. You can learn more about those updates on the dist://ed blog detailing all the updates and upcoming changes.

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