Mozilla is bringing programmatic promoting to Firefox by a partnership with Index Change.
The 2 firms introduced the partnership on Monday throughout Promoting Week New York 2025. As a part of the deal, Mozilla and Index Change are co-creating a programmatic mannequin that offers advertisers entry to Mozilla’s Firefox New Tab viewers, with stock out there completely by Non-public Market (PMP) offers by way of Index Change.
“Promoting funds the open web, nevertheless it wants a brand new basis,” Suba Vasudevan, COO of Mozilla.org and SVP at Mozilla Corp., stated in an announcement. “Entrepreneurs have lengthy talked about trusted manufacturers and trusted artistic—however what’s lacking is belief within the platforms the place adverts really run.”
She added, “By engineering belief into the promoting surroundings itself, we’re making a higher-quality viewers expertise and a stronger efficiency channel for manufacturers.”
Entrepreneurs utilizing the brand new platform will be capable to attain massive, engaged audiences in respectful, brand-safe environments. They may also be working in an surroundings that doesn’t embrace private identifiers or cross-site monitoring.
“Our partnership with Mozilla displays a shared perception that programmatic can evolve to serve each manufacturers and other people higher,” Lori Goode, CMO of Index Change, stated in an announcement. “By aligning Mozilla’s trusted surroundings with Index’s infrastructure, we’re co-creating a brand new mannequin that offers entrepreneurs confidence their campaigns are working in areas designed for high quality, management, and lasting influence.”
