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After their very own smartphone failed at becoming popular among handset lovers, Mozilla is now trying their luck in a very different and very unique market – highly personalized ads.
The company announced that starting next week, it will begin beta testing a new software that will send people ads based on their search histories, and thus based on their personal preferences. It will essentially expose people to shops, brands, products, services and solutions that hey are sure to be interested in.
The advertising feature in question is called “Suggested Tiles” and will work by analyzing a user’s most recent and most frequent browsing patterns in order to deliver most relevant ads possible.
This means good news for a few different reasons. On one hand it will help users find relevant answers to questions that they are currently asking, exposing them to various retailers and various designs that are very likely to serve their needs.
Then, on the other hand, it makes the interned browser friendlier. One of the main and major issues people have with ads is that they’re being bombarded daily by messages that don’t speak to them. They’re simply not in the product’s target market.
But by making Firefox only send users information and suggestions that are important to them, the ads automatically cut through the initial barrier, and everyone wins – users discover shops and products that speak to them and that they enjoy coming back to and being approached by; and retailers make a nice profit by reaching the right person at the right time.
Mozilla themselves even admitted that “the user is receptive to hearing from them [brands / retailers]”.
The company stressed that offering privacy to their users is of great importance to them. Only the tiniest amount of personal data ever leaves the browser and the decision on which ads to show is not based on some third-party server, but on the user’s very own browser and on their use of it.
It is important to note that the data is first analyzed before being shared with advertisers.
Mozilla Directory Tiles debuted six months ago. They are rectangles that show up on a user’s homepage. Their function is to analyze data and user activity, and serve as links to the pages that said user has visited most frequently as of late.
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