"...sponsored sites...", which most of us call ads. Opera seems to do this with speed dial and it seems like a great way for them to make a little money while I can just remove them and never see them again. IMO, Mozilla should just copy the speed dial exactly and put the ads there, but that is mostly because I find Mozilla's interpretation of speed dial to just be annoying.

ETA: I do think that just saying "Mozilla to deliver ads in its Firefox browser" per zdnet is a bit misleading.