Firefox Announces Targeted Ads Based On Users’ Browsing History

Mozilla has announced its new “Suggested Tiles” ad platform, which allows marketers to serve targeted ads to Firefox users based on their recent and frequent browsing history. This new ad type builds on the company’s “Directory Tiles,” which was launched last November.

The new program seems like a logical next step for Mozilla. The sponsored Directory Tiles are default tiles that appear for new users without a browsing history, while the new Suggested Tiles are based on the users’ browsing history. Some people may see this as a controversial move, as the company is known to consider protecting users’ privacy as an important goal. However, Mozilla insists that it has put clear limits on what data advertisers can collect from users and how it targets these ads.

“Today, I’m pleased to announce Suggested Tiles – our latest innovation and complement to Directory Tiles, as we work to create a more powerful and personalized Web experience for our users,” wrote Darren Herman, Mozilla’s VP of Content Services. “I discussed the Mozilla mission in the context of digital advertising earlier this year. Suggested Tiles represents an important step for us to improve the state of digital advertising for the Web, and to deliver greater user agency.”

To ensure user privacy, Mozilla has put several rules in place about the number and kinds of URLs that will be used to infer a user’s interest. There have to be at least five URLs, for example, and suggested tiles cannot be triggered by a combination of two URLs. Although advertisers can suggest which URLs to include, Mozilla has the final say. Importantly, the company says that it will not build user profiles and will not use cookies or any other tracking tools. However, once a user clicks on a link, the advertiser would have these tools at their disposal, but Mozilla will only share aggregate reports and will not share any personal data about its users. Firefox users can choose to opt out of the program if they want, or they can control their suggested tiles by either editing their browsing history or deleting it entirely.

“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,” wrote Herman.

For marketers, the Suggested Tiles platform offers a potentially effective way to reach users in specific segments at a time when they are likely to be interested in their business or product. For example, a Firefox user who frequently visits various auto dealership websites may be placed in a specific category, and will then be shown a suggested tile from another dealership that they don’t typically visit. These suggested tiles will appear when users open new tabs in Firefox.

The company plans to begin beta testing this platform soon, with the expectation for a wider roll out this summer if it proves to be initially successful. MediaPost reports that Herman says the program will launch with approximately 30 targeting categories, including automotive, news, games and mobile fans.