{"id":82082,"date":"2025-10-06T09:53:52","date_gmt":"2025-10-06T16:53:52","guid":{"rendered":"https:\/\/blog.mozilla.org\/?p=82082"},"modified":"2025-11-07T07:57:39","modified_gmt":"2025-11-07T15:57:39","slug":"index-exchange-partnership","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/en\/advertising\/index-exchange-partnership\/","title":{"rendered":"Building a fairer future for digital advertising: Mozilla partners with Index Exchange"},"content":{"rendered":"\n
\"Black<\/figure>\n\n\n\n

Advertising can and should work better \u2014 for people, for publishers, and for brands. That belief is what drives Mozilla\u2019s growing investment in rebuilding digital advertising around trust, transparency and fairness.<\/p>\n\n\n\n

For too long, the web\u2019s primary funding model has relied on hidden data collection and opaque ad systems that work around users instead of with them. Mozilla\u2019s approach is different: We\u2019re building an alternative that aligns commercial success with user respect, giving advertisers new ways to show up responsibly in environments people actually trust.

\u201cAdvertising funds the open internet, but it needs a new foundation,\u201d said Suba Vasudevan, COO of Mozilla.org and SVP at Mozilla Corp. \u201cAdvertisers have always cared about brand safety. The missing piece has been trust in the platforms where ads run. That\u2019s the gap Mozilla is closing; making the advertising environment itself something that both brands and users can trust. And we do this all while protecting the privacy of our users\u2019 data.\u201d

This week at Advertising Week New York 2025, Mozilla announced a key step in that journey \u2014 a partnership with Index Exchange, one of the world\u2019s largest independent ad exchanges. Together, we\u2019re proving that trusted environments can also deliver trusted performance.

\u201cOur partnership with Mozilla demonstrates how programmatic can evolve to create stronger outcomes for brands and better experiences for consumers,\u201d said Lori Goode, CMO of Index Exchange. \u201cBy uniting Mozilla\u2019s trusted environment with Index\u2019s infrastructure, we\u2019re building a model of programmatic rooted in quality, accountability, and long-term value.\u201d<\/p>\n\n\n\n

Creating a new model for responsible advertising<\/h2>\n\n\n\n

The collaboration between Mozilla and Index Exchange is part of a larger effort to evolve how advertising supports the open web. It\u2019s about expanding options for marketers who want to reach audiences in ways that are both effective and ethical \u2014 replacing tracking-heavy systems with transparent, trust-centered design.<\/p>\n\n\n\n

\u2022 Scale where it matters.<\/strong> For marketers committed to building on trusted platforms, curated PMP deals with Mozilla and Index Exchange offer a way to connect with engaged audiences in respectful, brand-safe environments \u2014 aligning performance goals with user trust in the fastest-growing programmatic channel (~88% of global spend).<\/p>\n\n\n\n

\u2022 No personal identifiers. <\/strong>Mozilla and Index Exchange ensure that no personal identifiers or cross-site tracking are ever used \u2014 reflecting our shared commitment to respect users and create ad experiences people can trust.<\/p>\n\n\n\n

\u2022 Future-ready monetization. <\/strong>Firefox research shows that even privacy-minded users welcome thoughtful personalization when it improves their experience \u2014 but only when delivered responsibly and with clear user control.

\u2022 A unique audience opportunity. <\/strong>Firefox reaches hundreds of millions of people worldwide, offering marketers the chance to build connections in a trusted, brand-safe environment with engaged audiences often underrepresented on other platforms.<\/p>\n\n\n\n

On stage at Advertising Week New York<\/h2>\n\n\n\n

Mozilla and Index Exchange will debut the partnership during a keynote conversation, \u201cAdding Trust to Your Ad Buy: The Smartest Spend in Marketing Today,\u201d on the Advertising Week Innovation Stage, Monday, Oct. 6. The session will explore how advertisers can drive performance by investing in trust \u2014 not just in creative or campaigns, but in the platforms that power them.

At Mozilla, we\u2019ve always believed that advertising, done responsibly, can help sustain the open web. This partnership is proof of that belief \u2014 a tangible example of how innovation and trust can go hand in hand, delivering value for advertisers and for the internet itself. For more about Mozilla Ads, visit: https:\/\/www.mozilla.org\/en-US\/advertising\/<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Advertising can and should work better \u2014 for people, for publishers, and for brands. That belief is what drives Mozilla\u2019s growing investment in rebuilding digital advertising around trust, transparency and fairness. For too long, the web\u2019s primary funding model has relied on hidden data collection and opaque ad systems that work around users instead of […]<\/p>\n","protected":false},"author":1889,"featured_media":82083,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[464327,464282],"tags":[],"coauthors":[464341],"acf":[],"yoast_head":"\nBuilding a fairer future for digital advertising: Mozilla partners with Index Exchange<\/title>\n<meta name=\"description\" content=\"Advertisers have always cared about brand safety. The missing piece has been trust in the platforms where ads run. 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