"Some of these tile placements will be from the Mozilla
ecosystem, some will be popular websites in a given geographic
location, and some will be sponsored content from hand-picked
partners to help support Mozilla's pursuit of our mission," the
company said in a blog post. "The sponsored
tiles will be clearly labeled as such, while still leading to
content we think users will enjoy."
Mozilla started laying the groundwork for this last summer with
by testing an opt-in system that would allow users to receive
tailored content based on their browsing history. Late last year it
made a big hire in former kbs+ Ventures chief Darren Herman, who
joined as VP, content services, who will lead Mozilla's ad and
"Mozilla is moving from a dumb window to the internet to a smart
agent on behalf of the user, putting the user first," Mr. Herman
Onstage with IAB CEO Randall Rothenberg, Mr. Herman made light
of the differences the organizations have had over the past year.
"Just looking around making sure there's no nuclear bombs," he
said. "There's no nuclear winter coming, the weather is nice out
and we're very excited to be here Randall."
He went on to assure IAB members that Mozilla actually wants to
work with them, rather than lock down its ecosystem. Mozilla hasn't
made a final decision on how to treat third-party tracking
technologies, but Mr. Herman said it is investigating solutions
such as unique identifiers from Apple and Google as well as other third
parties. "We're not going to be able to do it alone, you're not
going to be able to do it alone, we want to work with all of you,"