Users can turn off the ads, but they can also bookmark or pin ads they want to explore later.
So how does Mozilla sway advertisers, since Firefox users, more than users of any other browser, tend to block ads?
“If users are going to X out of ads, they were never going to respond to them anyway,” said Herman. “People who don’t want to see ads, or who have blocked advertisements entirely, aren’t going to perform too well for the advertiser anyway. We’ve basically put together an offering for people that are okay with seeing advertisements and wanting to interact.”
Though Mozilla is finally rolling out its ad product, Herman said there’s more work down the road. “What you see this week will continue to be optimized,” he said. “It’s not perfect, and we’re going up against some of the largest, closed or moving-toward-closed ecosystems out there, and we know we can’t do that alone.”
It possible, he said, that Mozilla might partner with ad tech vendors to enhance its offering. One potential partnership opportunity: programmatic. While those capabilities don’t exist in Mozilla’s ad product today, Herman said they inevitably will by the first half of 2015: “Due to the volume of scale that we have, there’s no way that we won’t be programmatic in the future.”