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Firefox plan to show ads and shopping in the near future in the browser as an opt-out
(bugzilla.mozilla.org)
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I haven't read through the issue, but so far all of Mozilla's endeavours into ads have been stellar privacy-wise.
And their CEO stepped back a few weeks ago. It's well possible that the intermediary/new CEO won't get as much payment, because losing them to a competitor will not hurt as badly.