One of my biggest concerns regarding the state of the web isn’t ads (easily blocked) or machine learning (the legal system isn’t going to be kind to that), but the possible demise of Firefox. I’ve long been worried that with the seemingly never-ending downward marketshare spiral Firefox is in – it’s at like 3% now on desktop, even less on mobile – Mozilla’s pretty much sole source of income will eventually pull the plug, leaving the already struggling browser effectively for dead. I’ve continuously been warning that the first casualty of the downward spiral would be Firefox on platforms other than Windows and macOS.
So, what do we make of Mozilla buying an online advertising analytics company?
Mozilla has acquired Anonym, a trailblazer in privacy-preserving digital advertising. This strategic acquisition enables Mozilla to help raise the bar for the advertising industry by ensuring user privacy while delivering effective advertising solutions.
↫ Laura Chambers
They way Mozilla explains buying an advertising network is that the company wants to be a trailblazer privacy-conscious online advertising, since the current brand of online advertising, which relies on massive amounts of data collection, is unsustainable. Anonym instead employs a number of measures to ensure that privacy is guaranteed, from anonymous analytics to employing differential privacy when it comes to algorithms, ensuring data can’t be used to tack individual users.
I have no reason to doubt Mozilla’s intentions here – at least for now – but intentions change, people in charge change, and circumstances change. Having an ad network integrated into the Mozilla organisation will surely lead to temptations of weakening Firefox’ privacy features and ad-blocking abilities, and just overall I find it an odd acquisition target for something like Mozilla, and antithetical to why most people use Firefox in the first place.
What really doesn’t help is who originally founded Anonym – two former Facebook executives, backed by a load of venture capital. Do with that little tidbit of information as you please.