- June 2024. Mozilla acquires Anonym, an ad metrics firm.
- July 2024. Mozilla adds Privacy-Preserving Attribution (PPA), feature is enabled by default. Developed in cooperation with Meta (Facebook).
- Feb 2025. Mozilla updates its Privacy FAQ and TOS. "does not sell data about you." becomes "... in the way that most people think about it".
- Oct 2025. Sponsored “Privacy-Focused Direct Results” added to address bar. Not yet exposed in Settings UI.
- Dec 2025. Privacy Notice updated to formalize on-device ad processing and content personalization on New Tab. New Tab is actively marketed to advertisers as a native ad surface.
- You state that Sponsored “Privacy-Focused Direct Results” were added to address bar, but 1. it's direct results in general, with some being sponsored and 2. it hasn't been released: https://blog.mozilla.org/en/firefox/better-search-suggestion.... The pref defaults to false in current stable.
- Yes, Anonym is an ad metrics firm, but you missed that it's focused on privacy. I am unsure whether they are actually able to achieve privacy or if it's just privacy-washing, but that's their stated goal. https://www.mozilla.org/en-US/anonym/
- June 2024. Mozilla acquires Anonym, an ad metrics firm.
- July 2024. Mozilla adds Privacy-Preserving Attribution (PPA), feature is enabled by default. Developed in cooperation with Meta (Facebook).
- Feb 2025. Mozilla updates its Privacy FAQ and TOS. "does not sell data about you." becomes "... in the way that most people think about it".
- Oct 2025. Sponsored “Privacy-Focused Direct Results” added to address bar. Not yet exposed in Settings UI.
- Dec 2025. Privacy Notice updated to formalize on-device ad processing and content personalization on New Tab. New Tab is actively marketed to advertisers as a native ad surface.