Last year, Mozilla partnered with Scroll — a subscription service that enables ad-free browsing of its partner publications — to analyze if a select group of users preferred paying a small fee rather than being served ads, and if the strategy was cost-effective for the publications. After seeing promising results, the two companies have announced the Firefox Better Web with Scroll beta program. The name is a mouthful, but essentially, it combines Firefox’s tracker-blocking technology with Scroll’s ad-free experiences on any browser. Users can opt in and pay an introductory price of $2.49 for the service, which enables them to read publications like The Atlantic, The Onion and USA Today, add-free. The publications, meanwhile, receive a share of the revenue that Scroll makes from the subscription costs.
