Mozilla is trying a novel experiment into striking a balance between ad revenue generation and privacy protection by implementing a new way to deliver ads in its Firefox web browser—presenting them as “suggestions” whenever users type into the dual-use search and URL address bar.
The advertising experiment lies within a feature called “Firefox Suggest,” which was announced in September. According to Mozilla, Firefox Suggest “serves as a trustworthy guide to the better web, finding relevant information and sites to help you accomplish your goals.”
Much like other browsers, Firefox already offers users a bevy of suggestions depending on what they type into the search and address bar. That has included suggestions based on users’ bookmarks, browser histories, and their open tabs. But with the new Firefox Suggest feature, users will also receive suggestions from, according to Mozilla, “other sources of information such as Wikipedia, Pocket articles, reviews, and credible content from sponsored, vetted partners and trusted organizations.”
Though the explanation seems simple, the implementation