Dive Brief: 

• Mozilla has announced it will begin selling sponsored spots within its Firefox browser and has launched a new native advertising format it calls "Directory Tiles."
• Along with the new ad program, Mozilla has also launched an editorial initiative named "Voices." 
• The new sponsored tiles would appear to Firefox users when they first open the browser. 

Dive Insight: 

The announcement comes to some in the industry as a surprise because Mozilla has been so actively against tracking, becoming deeply tied to the "Do Not Track" movement. Of course, tracking and advertising do not have to necessarily go hand-in-hand and Mozilla still needs to create revenue.