Mozilla and Index exchange Forge Partnership for a privacy-Focused Future of Programmatic Advertising
New York,NY - October 6,2025 – Mozilla,the company behind the popular Firefox browser,is taking a important step towards reshaping the digital advertising landscape. Announced today at Advertising Week New York 2025, Mozilla is partnering with Index Exchange, a leading autonomous ad exchange, to introduce a new programmatic advertising model built on principles of user privacy and brand safety.
This collaboration will grant advertisers access to the engaged audience within the Firefox New Tab page, but with a crucial difference: inventory will be exclusively available through Private Marketplace (PMP) deals facilitated by Index Exchange. This controlled access aims to create a more clear and trustworthy advertising environment.
“Advertising funds the open internet, but it needs a new foundation,” stated suba Vasudevan, COO of Mozilla and SVP at Mozilla Corp. “Marketers have consistently emphasized the importance of trusted brands and creative content. however, a critical element has been missing – trust in the platforms where these ads are actually displayed.”
Vasudevan further explained that Mozilla’s approach focuses on “engineering trust into the advertising environment itself,” ultimately leading to a superior user experience and a more effective channel for brands to reach their target audiences. The core beliefs centers around rebuilding confidence in digital advertising by prioritizing user privacy.
The new platform promises marketers the ability to connect with large, actively engaged audiences within environments that are both respectful and brand-safe. Crucially, this will be achieved without relying on personal identifiers or engaging in cross-site tracking – a significant departure from many current programmatic advertising practices.
Lori goode, CMO of Index Exchange, echoed this sentiment, stating, “Our partnership with Mozilla reflects a shared belief that programmatic advertising can and should evolve to better serve both brands and individuals.” She emphasized that by combining Mozilla’s commitment to a trusted environment with Index Exchange’s robust infrastructure, they are ”co-creating a new model that gives marketers confidence their campaigns are running in spaces designed for quality, control, and lasting impact.”
This partnership signals a growing industry trend towards prioritizing user privacy and transparency in digital advertising. by offering a PMP-based solution that avoids invasive tracking methods, mozilla and Index Exchange are positioning themselves at the forefront of a more responsible and sustainable advertising ecosystem.
