Directory Tiles as Mozilla calls them, show ads of relevant pages you might like, information it has gathered from cookies and browser history. From the currently 9 tiles available it is yet unclear how many will display ads but the company has confirmed that they will feature a label informing the user that it is Promoted Content. Darren Harman, vice president of content services at Mozilla wrote in a blog post:
We are excited about Directory Tiles because it has inherent value to our users, it aligns with our vision of a better Internet through trust and transparency, and it helps Mozilla become more diversified and sustainable as a project
As of now the ads will only be shown on the desktop version of Firefox but it is expected to soon come to the mobile version of Android and their own OS Firefox.
As far as quality of ads Mozilla ensures us that the partners that will be allowed to place ads in one of the tiles will be hand picked and won’t come in banner form ads, instead they will just show like another web page but with the “promoted content” label.