We have been delighted to work with Mindshare/GroupM and Booking. com. When we collaborate, we need to understand the vision and objectives of the partner, and to understand if that partner is able to work within the framework of Mozilla’s principles. Running sponsored content in Tiles is results based, not surveillance based.
We do not allow tracking beacons or code in Tiles. We are not collecting, or providing them with, the data about you that most digital ad networks do. There are certain categories that require screening or what’s commonly known as age gating, or have other sensitivities, that we will stay away from, such as alcohol and pharmaceuticals. User control and transparency are embedded in all of our design and architecture, and principles that we seek to deliver our users throughout their online life: trust is something that you earn every day. The Tiles related user data we collect is anonymized after we receive it – as it is for other parts of Firefox that we instrument to ensure a good experience.
And of course, a user can simply switch the new tab page Tiles feature off. One thing I must note: users of ad blocking add ons such as Ad Block Plus will see adverts by default and will need to switch Tiles off in Firefox if they wish to see no ads in their New Tab page. You can read more about how we design for trust here. Note: AdBlock Plus is not a Mozilla product and their content blocking mechanism is under their control.