I don’t even know if Mozilla considers Mozilla FakeSpot to even be a partner or just a core component of the company.

I think it's irrelevant provided the only data FakeSpot sends to advertisers comes from data it collects on its own, and not from data Mozilla has collected from other sources (e.g. PPA). Those should always be separate.

Brave is one too.

Well yeah, they have their own search engine, and they place ads on webpages, so they're absolutely an ad company, since that's their core revenue stream.

With Mozilla, it's a bit trickier because they don't directly place ads, and the PPA feature is still in an evaluation phase. Pocket is certainly an ad-based product, and Fakespot definitely seems like one, so I guess there's an argument there? But the vast majority of Mozilla's money comes from Google for search. Is that advertising revenue? Kind of?

Mozilla is a weird company. I'd rather them be an independent, privacy-focused ad company instead of reliant on search deals, provided they can handle ads in a privacy-friendly way. I'd prefer them to offer a replacement for ads, where users could pay whatever the ads are earning for the website instead of seeing the ads, and I see this as a step toward that. If Mozilla controls the data collection and potentially ad selection, they could also theoretically offer customers a way to pay to drop that nonsense. That's my horse in this race.