Mozilla just announced a new initiative called Firefox Better Web with Scroll, which combines the tracking protection built into its Firefox browser with the ad-free browsing experience offered by Scroll .
Last year, Firefox turned on something called Enhanced Tracking Protection for all its users by default, blocking third-party cookies and crypto-mining. Scroll, meanwhile, is a startup that recently launched a subscription service allowing you to read sites like BuzzFeed News, Business Insider, Salon, Slate and Vox without ads, with the revenue split among the publishers that you're actually visiting.
- Users see ads as distracting and say their online experience is broken (in the tech world, we call it breakage).
- Users care a great deal about supporting journalism. Many users intentionally choose not to install ad-blockers because of the impact that it would have on publishers.
- Users want to support Mozilla because we’re a non-profit and put our users first with Firefox.
Now anyone in the United States who's interested in trying this out can sign up for a Firefox account and install the Better Web with Scroll extension. They'll need to pay for a Scroll subscription as well — the company's currently charging an introductory price of $2.49 per month, with plans to eventually increase to $4.99.
In a blog post, Scroll said the results since launch are delivering on its promise to bring publishers more money than advertising; in fact, publishers are seeing an average $30 to $40 RPM (revenue per thousand pageviews) from Scroll visitors.
"The model works, and combined with Firefox’s best ever private browsing experience, we can bring a better web to many more," the company said.