Mozilla is adding Suggested Tiles ads to Firefox

Posted on Friday, Sep 11 2015 @ 23:44 CEST by Thomas De Maesschalck
Firefox logo
ZD Net reports Mozilla is going ahead with the the hated "Suggested Tiles", a new feature that will display ads on new tabs in Firefox. The browser makers claims its Suggested Tiles will respect your user privacy, but a certain amount of non-Personally Identifiable Information (PII) data will be collected in order to deliver relevant ads.

The way I understand it, the tiles are based on your browsing history but this data is not send to Mozilla. With Suggested Tiles activated, the browser will fetch all available suggested tiles based on country and language, and will then decide which tiles to show.
Herman added, "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."

That said, Firefox does send your browser Mozilla interaction history with the Tiles feature. Once there, your raw data is stored in the system's storage and analysis engine, Disco. The aggregated data is then saved to a data warehouse, Redshift. This data is then used to create high-level aggregate reports for advertisers.

Specifically, a Mozilla representative said Mozilla collects the following data:

  • Language preference
  • Tile ID
  • How many times the Tile was displayed
  • Where in the grid of tiles a Tile was displayed
  • What interaction the user has with a Tile:
  • "Rolled over"
  • "Hovered over"
  • Pinned
  • Blocked
  • Clicked
  • Moved


  • About the Author

    Thomas De Maesschalck

    Thomas has been messing with computer since early childhood and firmly believes the Internet is the best thing since sliced bread. Enjoys playing with new tech, is fascinated by science, and passionate about financial markets. When not behind a computer, he can be found with running shoes on or lifting heavy weights in the weight room.



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