* Privacy "Delivers personalization without needing to vacuum up all of your personal data or sharing it with others."
But...
> Your Firefox browser compares your browsing history with the list of related websites to sort and filter through each day’s stories and recommend the ones that are most likely to interest you... The entire process of sorting and filtering which stories you should see happens locally in your copy of Firefox. When Recommendations from Pocket are displayed on your new tab, we collect information about how many times they appear and whether or not you interact with them [1]
So that's the exact same model the Brave browser was (is still?) pushing: FF will use your browser history to decide which ads (and "personalized stories") to show you; but will do it locally rather than serverside. This is good if your only concern was the collected private data leaking to third parties; it is less good if your concern is with the use of that private data in the first place.
* Quality. "Rewards valuable content, worthy of your time. Not driven by clicks."
I see literally nothing that supports this statement. They're selling native advertising slots in a push-model content stream, and tracking clicks on those ads just like the rest of the industry. The incentive is towards the highest bidder whose ads won't actively repel too much of the userbase too quickly.
* Control. "If you see a story you’re not a fan of, you can hide it. Or you can disable sponsored content altogether."
No snark on this one; this is good. The entire feature can be disabled, or the advertising slots can be disabled within the feature; the controls for this are clear and unobfuscated.
* Transparency. "Sponsored stories will be clearly marked."
Because that's the law, pardner
* Openness. "As an open organization, all code in Firefox is open source"
Shades of Brave, again, but fair enough.
[1]https://help.getpocket.com/article/1142-firefox-new-tab-reco...