If sites are enabled, Firefox will display links to web pages on your New Tab page. Depending on your settings, these sites include recently visited or frequently visited sites, along with suggested sites and sponsored content.

Directory sites

If you are using Firefox for the first time, or have yet to build a it will recommend sites on your New Tab. They are eventually replaced by sites from your history as you continue to use Firefox.

History sites

History sites are chosen based on the most frequently and recently visited sites in your browsing history ("frecency").

What data is being collected and why?

Firefox fetches all possible sites and determines for itself what to display. Data is only collected to report on the performance of sites in Firefox. No data is collected to deliver the New Tab experience.

To report on the performance of these sites, Firefox reports back to Mozilla:

• Geo/Locale
• How many times a site is:
  • Displayed
  • Pinned
  • Clicked on
  • Blocked

The data is stored on a restricted access server for a maximum of 7 days, and then the IP address (the only data that would associate the Tile with an individual) is removed.

Where does my data go/get shared?

Data is transmitted directly to Mozilla and only aggregate data is stored on Mozilla servers. For Directory sites, Mozilla is sharing aggregate numbers with partners on the number of impressions, clicks, pins, and hides their own content received. The little data that suggested sites reports goes to a restricted access server located in the USA. This data is stripped of IP addresses within 7 days, meaning that no one can be identified. We retain this data for a maximum of 13 months and aggregate all data to be shared with advertisers. For both Directory sites and Suggested sites, Mozilla is only sharing aggregate numbers with partners on the number of impressions, clicks, pins, and hides their own content received.

Does Do Not Track (DNT) work on New Tab?

We do not consider any aspect of the New Tab to be tracking users. However, we made the decision to opt users out of all sponsored site experiences if they have turned on the Do Not Track feature (Tell sites that I do not want to be tracked), as we believe that most DNT early adopters are seeking to opt out of all advertising experiences.

Where a user’s settings have been defined by a DNT preference which itself has not changed, the New Tab settings will remain the same. As DNT becomes more widely adopted, we may review the policy of interpreting a DNT preference during Tiles onboarding.

Will ad blockers block sites?

New Tab sites have not been tested with ad blockers. Turn off sites instead by clicking on the gear icon and selecting Show blank page.

Where/what countries are tiles being served?

Enhanced and Directory sites are currently available in the following localized versions of Firefox: English, German, Spanish, Japanese, Polish, Portuguese and Russian. More versions will be released over time. Suggested sites are available in English starting with Firefox version 39. They will be available in other languages starting in version 40.

Customize New Tab

• To change the New Tab settings, see Customize items on your Firefox New Tab page.
• To customize New Tab, see Customize your Firefox New Tab page.