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Mozilla wants to keep Firefox profitable, and one of the means to do that is with ads. They can't just slap them all over the place, so they are going to be shown in the tiles, where they should be the least problematic.
Users don't like ads in their products, and they certainly don't enjoy them in an application that is built to surf the Internet, a place full of ads itself. On the other hand, Mozilla wants to make money, and it's not longer making $240 million dollars a year from its Google partnership. Yes, you read that right, but that was all the way back in 2012.
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