Just facts:

- 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.