After months of teasing, tweaking, and controversy, Firefox’s native ads have finally landed on the stable release’s New Tab page—and just like we said when we saw the ads in Firefox’s nightly preview builds, they’re actually not so bad.

They’re unobtrusive, clearly labeled, and only collect user information in “aggregate form, meaning no data is personally identifiable.” And the ads reduce Mozilla’s overwhelming reliance on Google—which definitely does collect personally identifiable data—for revenue, which is nothing but a good thing for the future of the browser.

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