{"id":163,"date":"2015-01-22T06:16:58","date_gmt":"2015-01-22T11:16:58","guid":{"rendered":"http:\/\/blog.mozilla.org\/advancingcontent\/?p=163"},"modified":"2019-09-18T13:57:37","modified_gmt":"2019-09-18T18:57:37","slug":"request-for-innovation","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/advancingcontent\/2015\/01\/22\/request-for-innovation\/","title":{"rendered":"Request for Innovation:  Content and Ad Tech"},"content":{"rendered":"<p>We founded the Content Services group at Mozilla in order to build user-first content experiences and services within the Firefox browser that:<\/p>\n<ul>\n<li>Respect user choice<\/li>\n<li>Respect<a href=\"https:\/\/blog.mozilla.org\/privacy\/2014\/11\/11\/mozillas-data-privacy-principles-revisited\/\"> user data<\/a><\/li>\n<li>Provide user value<\/li>\n<li>Where possible, create new revenue opportunities for Mozilla and our partners<\/li>\n<\/ul>\n<p>We have delivered <a href=\"https:\/\/blog.mozilla.org\/advancingcontent\/2014\/12\/09\/getting-tiles-data-into-firefox\/\">Tiles in Firefox<\/a> and have successfully tested some <a href=\"https:\/\/blog.mozilla.org\/advancingcontent\/2014\/11\/13\/announcing-firefox-tiles-going-live-today\/\">content partnerships<\/a>. Our next objectives are:<\/p>\n<ol>\n<li>To provide a better content and advertising experience for our users within Firefox. \u00a0This may include but is not limited to the creation of new units, better personalization, and a higher volume of partners for varied content.<\/li>\n<li>To push the industry forward. \u00a0We are sure that there are content and advertising technology companies who aspire to the same principles we do but do not have the tools to act with today.<\/li>\n<\/ol>\n<p>That\u2019s why in the next few days we will be contacting a number of content and advertising tech companies, both large and small, to discuss an RFI (\u201cRequest for Innovation\u201d &#8211; a partnership proposal) for providing more automation and scale in our offering. \u00a0Scale allows us to deliver content to our users across the globe so we keep the experience for users fresh and current. \u00a0Automation allows us to do this on a scale that\u2019s significant.\u00a0 We have to engage with the industry&#8217;s state-of-the-art.\u00a0 That means working <i>programmatically <\/i>(and this can be a <a href=\"http:\/\/www.lumapartners.com\/resource-center\/lumascapes-2\/\">very complex space<\/a> to operate in)<i>. <\/i>\u00a0We know that there are many people in ad tech who welcome our involvement &#8211; many have already joined the project.<\/p>\n<p>One of Mozilla\u2019s distinct qualities is its ability to bring in champions for our cause, from <a href=\"https:\/\/developer.mozilla.org\/en-US\/\">advocating for open standards<\/a> to sharing the vision of an <a href=\"https:\/\/www.mozilla.org\/en-US\/firefox\/partners\/\">open mobile ecosystem<\/a>, we are at our best when we focus on our own competence and bring others into our community.<\/p>\n<p>This will not be business as usual. \u00a0We have a very clear sense of who we would and would not partner with, and any relationship we enter into has to support our values. \u00a0And while there may be some areas for discussion we will not partner with organizations who blatantly disrespect the user.<\/p>\n<p>We are explicit about this in the RFI: we want to work with partners who align with the Mozilla mission and our user-centric ethos to change and evolve the industry through this engagement.\u00a0 As talked about in <a href=\"https:\/\/blog.mozilla.org\/advancingcontent\/2014\/08\/21\/a-call-for-trust-transparency-and-user-control-in-advertising\/\">previous posts<\/a> on this blog, we\u2019re looking for support amongst our three core principles:<\/p>\n<ul>\n<li><i><b><i>Trust:<\/i><\/b><i> Always architect with honesty in mind. Ask, \u201cDo users understand why they are being presented with content? Do they understand what fragments of their data underscore advertising decisions?\u201d<\/i><\/i><\/li>\n<\/ul>\n<ul>\n<li><b><i>Transparency:<\/i><\/b><i> Always be transparent. \u201cIs it clear to users why advertising and content decisions are made? Is it clear how their data is being consumed and shared? \u00a0Are they aware and openly contributing to the dialog?\u201d<\/i><\/li>\n<\/ul>\n<ul>\n<li><b><i>Control:<\/i><\/b><i> Always put the control with the user. \u201cDo users have the ability to control their own data? Do they have the option to be completely private, completely public or somewhere in between?\u201d<\/i><\/li>\n<\/ul>\n<p>Our team is working hard to deliver against these promises to our users:<\/p>\n<ul>\n<li><i><i>We believe digital advertising can respect users\u2019 privacy choices.<\/i><\/i><\/li>\n<\/ul>\n<ul>\n<li><i>We can build useful products and experiences that users will choose to engage with, and provide an experience that delivers value.<\/i><\/li>\n<\/ul>\n<ul>\n<li><i>We believe publishers should respect browser signals around tracking and privacy. Our content projects will respect DNT signals.<\/i><\/li>\n<\/ul>\n<ul>\n<li><i>We will collect and retain the minimal amount of data required to provide value to users, advertisers, and publishers.<\/i><\/li>\n<\/ul>\n<ul>\n<li><i>We will put users in control of product feature opt-in\/out.<\/i><\/li>\n<\/ul>\n<p>We\u2019ve launched the early version of our platform in the <a href=\"https:\/\/blog.mozilla.org\/blog\/2014\/11\/10\/celebrating-choice-control-and-independence-on-the-web\/\">Firefox anniversary release<\/a> (33.1), last November and we\u2019ve been learning and tweaking it since. \u00a02015 is a big year for us to scale and build better experiences and we\u2019re looking forward to sharing these with you.<\/p>\n<p><strong>Feel free to reach out to us (<a href=\"mailto:contentservices@mozilla.com\">contentservices@mozilla.com<\/a>) or join our <a href=\"https:\/\/mail.mozilla.org\/listinfo\/contentservices-distro\">interest list<\/a>. \u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We founded the Content Services group at Mozilla in order to build user-first content experiences and services within the Firefox browser that: Respect user choice Respect user data Provide user value Where possible, create new revenue opportunities for Mozilla and &hellip; <a class=\"go\" href=\"https:\/\/blog.mozilla.org\/advancingcontent\/2015\/01\/22\/request-for-innovation\/\">Continue reading<\/a><\/p>\n","protected":false},"author":1438,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/blog.mozilla.org\/advancingcontent\/wp-json\/wp\/v2\/posts\/163"}],"collection":[{"href":"https:\/\/blog.mozilla.org\/advancingcontent\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.mozilla.org\/advancingcontent\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/advancingcontent\/wp-json\/wp\/v2\/users\/1438"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/advancingcontent\/wp-json\/wp\/v2\/comments?post=163"}],"version-history":[{"count":0,"href":"https:\/\/blog.mozilla.org\/advancingcontent\/wp-json\/wp\/v2\/posts\/163\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.mozilla.org\/advancingcontent\/wp-json\/wp\/v2\/media?parent=163"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.mozilla.org\/advancingcontent\/wp-json\/wp\/v2\/categories?post=163"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.mozilla.org\/advancingcontent\/wp-json\/wp\/v2\/tags?post=163"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}