Firefox updated their Terms of Use? Let's see!

As you type a search query within Firefox, Firefox offers search suggestions to provide you with faster and more direct access to what you’re looking for. Some of the search suggestions come from your search provider (“Search Suggestions”). Others come from Firefox, and are based on information stored on your local device (including recent search terms, open tabs, and previously visited URLs), or content from Mozilla and Mozilla’s partners, including paid sponsors and internet resources like Wikipedia (“Suggestions from Firefox”).

Here chat. Here. This is where Firefox dies.

"information stored in your local device" and "content from mozilla's parners" and "paid sponsors".

This is a very convoluted way of saying "we use your personal data to segment you into something we can sell to advertisers".

This is EXACTLY what chrome does, this is exactly why a lot of us stopped using Chrome and moved back to Firefox.
In some circumstances Mozilla’s partners will receive de-identified search and interaction data, in order to serve relevant suggestions and measure user engagement with suggested content.This is making me really mad. THIS IS JUST CORPO-SPEAK TO DESCRIBE HOW THE ENTIRE INTERNET ADVERTISEMENT INDUSTRY WORKS. This is HOW FACEBOOK WORK. This is how GOOGLE WORK. This is how the entire programmatic advertisement industry work. This is what we call "sell your personal data". No, no one sells your address, no one sells your name. BECAUSE IT'S ILLEGAL IN A SIGNIFICANT PART OF THE WORLD.
We also work with advertising providers to deliver relevant sponsored content using programmatic technologies. To support this, we may share limited, non-identifying information — such as device type, IP-derived location information, and category of content viewed — to help determine which ads to display. We don’t share any information that identifies you. You can turn off sponsored content in your New Tab settings at any time.Oh it's so nice of you Mozilla, to do THE MINIMUM LEGAL REQUIREMENTS when selling our data. You don't share information that identify me? so nice of you! you know how else does that? Meta! Google! Tiktok! Somehow big tech mega corporations are willing to comply with the minimum legal requirements as you do, mozilla!In some cases, we may share or publish aggregated and anonymized data to facilitate research or as part of the lawful business purposes outlined above (such as sharing aggregated insights with advertising partners).This is called "advertisement segmentation" and it's what it paid for Zuckenberg fortress in Hawaii!! Going places, Moz, you are operating exactly as how Facebook used to do in 2016!To provide our services as described above, we may disclose personal data to: Partners, service providers, suppliers and contractors"We never disclose your personal data!!! well, unless it's one of our partners who pays us for it, of course!"

oh wait! they include a table of what kind of data they share with partners!
Technical dataLocationLanguage preferenceSettings dataUnique identifiersSystem performance dataInteraction dataSearch dataBrowsing dataThe SHARE FUCKING EVERYTHING. THEY ARE SELLING EVERYTHING. "Unique identifiers" is the closest to personal identifiable data they can sell. That's what advertisers can use to make a profile of you: They may not know your name, but they will know everything else about you.

This is the same information that google collects and sells from you. THE SAME.

Fucking ghouls. This is where Firefox died, folks.

Firefox Privacy Notice

Mozilla
@javi Okay, so they do ads when I don't turn them off… oh, and I guess they also use my browser history and their ad servers for when i have the respctive options enabled.
I am shocked. SHOCKED!
oh yeah, good for you, power user. I'm sure you could also be using chrome (-ium) and keep it fully private. Now, for an average user who don't even think on this things, how this is anything different from using Chrome?
@javi The UI for turning it off is incredibly easy to find. I trust people who are capable of installing Firefox to be able to change the setting should they want to.
well, and installing chromium instead of chrome so you opt-out to most of the data sharing is also trivial, but that doesn't mean that chrome is good, right?
@javi There's an importmant distinction here: You'd have to install another program whose name and what it does you'd have to research. My argument was more about that being a Firefox user means having installed either Firefox or a Linux distribution that comes with it (probably) manually. This requires very, very basic computer literacy. Certainly enough to click on the pencil on your home screen (where the sponsored shortcuts live), then click “Manage more settings” and uncheck either “Support Firefox” or “Sponsored Shortcuts” (the latter is below the former and visually indented).
You can't compare this intuitive trip to the well-labeled and easy to find settings to opt out with doing your own research only to install Chromium which, fun fact, still contains a lot of Google's stuff.
So your point is that this doesn't really matter because Mozilla won't serve a single targeted ad because everyone using firefox knows better and disable the data collection? Well, then I wonder why Mozilla even did it. Oh, or maybe they have enough telemetry about their users to know if this is going to be profitable or not, uh?

Anyway, being extremely lenient with Mozilla intentions here, the best you can think about modern firefox is "it's as invasive as Chrome was circa 2018", back when Chrome actually also allowed disabling all the surveillance features. Giving how fast they are introducing 'advertising industry standards' into firefox, I think trying to justify their intentions is pretty naive. "yeah, I'm sure Facebook's VP of Marketing just added your browsing history as a way to profile you, plus 3rd party programmatic ads, with my best interest in his mind..."