Mozilla acquires privacy-focused advertising company Anonym

Mozilla has acquired Anonym. According to Mozilla, this self-described 'privacy-friendly' ad technology company has technology that enables effective digital advertising on the Internet without harming the privacy of consumers.

Mozilla has completed the acquisition a blog post announced. The company behind Firefox and Thunderbird states that Anonym has unique technology that makes digital advertising campaigns both privacy-friendly and scalable, and that optimizations remain possible during the campaigns.

The datasets that Anonym collects would be stored in a secure virtual environment. As a result, publishers and advertisers as well as Anonym itself reportedly do not have access to it. According to Mozilla, the collected data is also processed into anonymized models. This allows advertisers to adjust campaigns without violating the privacy of consumers. Anonym also uses algorithms that add 'noise' to data sets. As a result, the data could no longer be traced back to individual users.