Mozilla Ads selects Index Exchange as first programmatic partner

Mozilla introduced Index Alternate Inc. as its first official U.S. programmatic accomplice on October 6, 2025. The partnership marks a big milestone within the launch of programmatic promoting on Firefox New Tab by means of Mozilla Ads, positioning one of many world’s largest impartial supply-side platforms to co-create what the businesses describe as a brand new mannequin for digital promoting.

The announcement debuted at Promoting Week New York 2025, the place Mozilla.org COO Suba Vasudevan and Index Alternate CMO Lori Goode introduced collectively on the way forward for belief and efficiency in digital promoting. Their keynote, titled “Including Belief to Your Advert Purchase: The Smartest Spend in Advertising and marketing Right now,” passed off on the Promoting Week Innovation Stage on Monday, October 6.

In keeping with the partnership construction, advertisers will entry Mozilla’s Firefox New Tab viewers solely by means of Non-public Market (PMP) or Programmatic Assured (PG) offers by means of Index Alternate. This curated method differs from open programmatic shopping for, requiring direct deal preparations for stock entry.

Mozilla Advertisements gives entry to over 210 million selective, discerning, brand-loyal customers throughout Firefox and MDN Net Docs. The platform reaches greater than 200 million month-to-month energetic Firefox customers and 16.2 million month-to-month energetic MDN customers, in accordance with Mozilla’s promoting supplies. MDN serves because the go-to useful resource for hundreds of thousands of net builders globally.

“Promoting funds the open web, nevertheless it wants a brand new basis,” stated Suba Vasudevan, COO of Mozilla.org and SVP at Mozilla Corp. “Advertisers have at all times cared about model security. The lacking piece has been belief within the platforms the place advertisements run. That is the hole Mozilla is closing; making the promoting atmosphere itself one thing that each manufacturers and customers can belief. And we do that all whereas defending the privateness of our customers’ knowledge.”

The partnership addresses particular market wants as programmatic advertising reaches significant scale, with roughly 88% of worldwide promoting spend flowing by means of programmatic channels. Mozilla positions its stock as brand-safe, privacy-respecting provide for entrepreneurs dedicated to constructing on trusted platforms.

“Our partnership with Mozilla demonstrates how programmatic can evolve to create stronger outcomes for manufacturers and higher experiences for shoppers,” stated Lori Goode, CMO of Index Alternate. “By uniting Mozilla’s trusted atmosphere with Index’s infrastructure, we’re constructing a mannequin of programmatic rooted in high quality, accountability, and long-term worth.”

Mozilla characterizes its 210 million-plus international customers as sometimes exhausting to achieve. In keeping with Mozilla’s promoting supplies, these customers are normally hidden behind advert blockers, practically half keep away from dominant social media platforms, and most reject default platforms. The corporate describes them as selective, tech-savvy, and paying consideration.

Mozilla ensures no private identifiers or cross-site monitoring can be used within the promoting implementation. The method displays the partnership’s dedication to person privateness whereas enabling advertisers to achieve engaged audiences. Firefox analysis signifies privacy-minded customers count on some stage of personalization when it improves their expertise, however provided that delivered responsibly and with person management.

Firefox serves as probably the most trusted various to privacy-invading browsers, in accordance with Mozilla’s positioning. The browser maintains ridiculously excessive requirements, refusing to place muddle in entrance of customers. The platform guarantees no undesirable shock placements or sketchy content material subsequent to ads, enabling advertisers to chop by means of the noise whereas retaining manufacturers clear.

The collaboration builds on Mozilla’s October 2024 expansion into digital advertising, when the corporate introduced its technique to stability business pursuits with person privateness. That announcement included the acquisition of Anonym, an organization specializing in privacy-preserving digital promoting know-how, and outlined Mozilla’s two-pronged method: growing privacy-respecting promoting options for its personal merchandise whereas constructing higher know-how for the trade.

Mozilla Advertisements operates on a mission to repair what funds the web by reinventing digital promoting from the within. The corporate goals to create an promoting ecosystem constructed on belief, embedding respect, privateness, and efficiency into all the pieces it does. Mozilla has been a pioneer and advocate for web well being for greater than 25 years.

Index Alternate brings over 20 years of expertise in programmatic promoting infrastructure to the partnership. The availability-side platform has established itself as a big participant within the promoting know-how ecosystem, with latest integrations together with contextual intelligence from Gracenote and strategic investments in AI-powered advertising technology by means of First Occasion Capital.

The partnership underscores Mozilla’s rising funding in promoting as a sustainable income stream constructed round person belief and privateness. For Index Alternate, the collaboration demonstrates management in growing clear, future-ready programmatic options because the trade grapples with privateness necessities and evolving person expectations.

Non-public Market offers present advertisers with managed entry to premium stock by means of pre-negotiated phrases. Not like open programmatic shopping for, PMP offers provide assured entry to particular stock at predetermined costs or bidding parameters, enabling advertisers to keep up marketing campaign management whereas accessing curated viewers segments.

The timing aligns with broader trade shifts towards privacy-first promoting options. Browser restrictions on Safari and Firefox, mixed with regulatory stress throughout markets, have lowered third-party cookie effectiveness whereas rising demand for privacy-compliant options. Mozilla’s method positions the Firefox New Tab atmosphere as stock that maintains focusing on capabilities with out private identifiers or cross-site monitoring.

For the advertising group, the partnership represents a possible mannequin for a way main platforms can monetize whereas sustaining privateness commitments. The unique PMP/PG deal construction suggests Mozilla intends to manage advertiser entry moderately than making stock broadly obtainable by means of open exchanges.

Linked TV and streaming promoting present context for understanding Mozilla’s programmatic technique. Business knowledge reveals CTV’s media price range share projected to double from 14% in 2023 to twenty-eight% in 2025, reflecting marketer recognition of superior efficiency metrics in comparison with conventional channels. Mozilla Advertisements’ entry into programmatic promoting by means of a curated, privacy-first method mirrors rising patterns in premium digital stock monetization.

The partnership construction requires advertisers to work by means of Index Alternate’s platform infrastructure to entry Mozilla’s stock. This method differs from direct gross sales relationships or open programmatic availability, positioning Index Alternate as the first programmatic gateway to Firefox New Tab promoting alternatives.

Mozilla and Index Alternate characterised the collaboration as co-creating a brand new programmatic mannequin. The businesses emphasised knowledge management, security, and person belief as core platform components, distinguishing their method from surveillance-driven promoting fashions.

“Belief is a lever, and we have to get up and settle for that,” Suba Vasudevan famous concerning the evolving programmatic playbook, in accordance with Index Alternate’s LinkedIn announcement of the partnership.

The Firefox browser maintains vital international attain regardless of competitors from Chrome, Safari, and different browsers. Mozilla’s person base gives advertisers with entry to audiences throughout various geographic markets and demographic segments. The corporate positions this attain as a chance for entrepreneurs to construct connections in trusted, brand-safe environments, significantly noting that the viewers is incremental—usually hidden behind advert blockers and avoiding dominant platforms.

Mozilla Advertisements emphasizes model security as a core differentiator. The platform maintains excessive content material requirements, refusing to put muddle in entrance of customers or enable undesirable shock placements. Ads seem in environments free from sketchy content material, enabling manufacturers to keep up clear associations whereas reaching engaged audiences.

Index Alternate operates as a world promoting supply-side platform enabling media house owners to maximise content material worth throughout screens. The corporate describes itself as an trade pioneer with over 20 years of expertise connecting main expertise makers with main manufacturers to make sure high quality client experiences.

The October 6 announcement date coincides with Promoting Week New York 2025, offering a high-profile venue for the partnership reveal. The businesses chosen the occasion’s Innovation Stage for his or her joint presentation, emphasizing the forward-looking nature of their collaboration.

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Abstract

Who: Mozilla Advertisements chosen Index Alternate Inc., one of many world’s largest impartial supply-side platforms, as its programmatic accomplice. Mozilla.org COO Suba Vasudevan and Index Alternate CMO Lori Goode introduced the collaboration at Promoting Week New York 2025.

What: The partnership establishes Index Alternate as Mozilla Advertisements’ first official U.S. programmatic accomplice for Firefox New Tab promoting, offering entry to over 210 million customers throughout Firefox (200 million month-to-month energetic customers) and MDN Net Docs (16.2 million month-to-month energetic customers). Stock can be obtainable solely by means of Non-public Market (PMP) or Programmatic Assured (PG) offers, with no private identifiers or cross-site monitoring used within the implementation.

When: Mozilla introduced the partnership on October 6, 2025, at Promoting Week New York 2025, the place each executives introduced collectively on the Promoting Week Innovation Stage.

The place: The partnership makes Firefox New Tab stock obtainable to advertisers by means of Index Alternate’s programmatic infrastructure. Firefox reaches a whole lot of hundreds of thousands of customers worldwide, with Mozilla characterizing the viewers as incremental—sometimes hidden behind advert blockers, with practically half avoiding dominant social media and most rejecting default platforms.

Why: The collaboration goals to create a brand new programmatic mannequin that gives advertisers with entry to engaged audiences whereas making certain knowledge management, security, and person belief stay core to the platform. Mozilla positions the partnership as closing the belief hole in digital promoting environments whereas sustaining privateness commitments and creating sustainable income streams. The method addresses rising trade demand for privacy-first promoting options as browser restrictions and regulatory stress cut back third-party cookie effectiveness.