{"id":83523,"date":"2025-11-12T13:14:35","date_gmt":"2025-11-12T21:14:35","guid":{"rendered":"https:\/\/blog.mozilla.org\/?p=83523"},"modified":"2025-11-12T13:14:38","modified_gmt":"2025-11-12T21:14:38","slug":"mozilla-ads-equativ-partnership","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/en\/advertising\/mozilla-ads-equativ-partnership\/","title":{"rendered":"Building a more trusted ads ecosystem: Mozilla Ads partners with Equativ"},"content":{"rendered":"\n
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Advertising should work better. For people, for publishers and for brands.<\/p>\n\n\n\n

Mozilla has always demonstrated that the open web can be a place where people feel informed, empowered and respected. As we expand our work in advertising, that mission drives Mozilla\u2019s continued investment in rebuilding digital advertising that champions trust, privacy and fairness. Our mission has always been to create technology that serves people first \u2014 and now we\u2019re applying that same principle to how the open web is funded.<\/p>\n\n\n\n

This week at Web Summit Lisbon<\/a>, we announced a new partnership with Equativ<\/a>, one of the world\u2019s leading independent ad platforms.\u00a0<\/p>\n\n\n\n

Like Mozilla, Equativ has built its platform around transparency, privacy and accountability \u2014 providing independent, full-stack technology with a focus on privacy-first programmatic data-driven solutions to support an open, competitive ecosystem. Its approach prioritizes both publisher and media buyer control and privacy-preserving innovation, making it a natural partner in demonstrating that advertising can succeed without misusing people\u2019s data or eroding trust.<\/p>\n\n\n\n

Together with Equativ, we\u2019re taking another step forward in building a healthier, more respectful advertising ecosystem designed to prove that trust and performance can scale together. The new collaboration is grounded in privacy-preserving design, clear user controls and transparency in how ads appear \u2014 ensuring results will be earned through relevance, not data extraction.<\/p>\n\n\n\n

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Mozilla has spent more than two decades proving that <\/em>trust is not a limitation on innovation, it is a multiplier.<\/em><\/strong> Through Mozilla Ads, we\u2019re extending that same principle to how advertising works online \u2014\u00a0designing systems that put people first and reward responsible progress. Our partnership with Equativ is about demonstrating that performance can come from both innovation and integrity: where users are respected, publishers are valued, and advertisers invest in environments built on transparency and durable trust.<\/em><\/p>\nSuba Vasudevan, COO of Mozilla.org and SVP at Mozilla Corp.<\/strong><\/cite><\/blockquote>\n\n\n\n

Why this partnership matters<\/strong><\/h2>\n\n\n\n

For years, digital advertising has relied on extensive data collection and cross-site profiling \u2014 approaches increasingly out of step with user expectations. But expectations and behavior are changing, as people seek more control over their digital lives, and marketers pursue clarity and confidence in the spaces their ads run. <\/p>\n\n\n\n

Mozilla and Equativ share a belief that the open web can<\/em> deliver on all three \u2014\u00a0that the next era of digital advertising will be defined by trust as a performance driver. Together, we\u2019re building an alternative model that delivers measurable results for marketers without compromising user privacy.<\/p>\n\n\n\n

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We are aligned in our commitment to a healthier advertising ecosystem. As the digital ad market shifts away from identifier-based targeting and toward privacy-preserving innovation, this partnership shows that sustainable alternatives are increasingly viable. Together with Mozilla, we\u2019re proving that privacy and performance are not only mutually reinforcing \u2014\u00a0they offer a new way forward for advertisers.<\/p>\nTeiffyon (Ty) Parry, CSO at Equativ<\/cite><\/blockquote>\n\n\n\n

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

Mozilla\u2019s advertising reach spans hundreds of millions of global users who choose products grounded in privacy and built on user choice. Our advertising approach begins with user respect \u2014 and builds value outward from there.<\/p>\n\n\n\n

For advertisers, this partnership offers marketers a path to engage responsibly in high-attention environments where people are present by choice and engagement is earned, not engineered.<\/p>\n\n\n\n

For users, it ensures that advertising within Mozilla products \u2014 including Firefox New Tab \u2014 remains privacy-preserving, relevant, and respectful by design. Ads will help sustain the open web experience people value, without misusing individual data, autonomy, or attention.<\/p>\n\n\n\n

For publishers, it supports a clear and equitable value exchange that strengthens long-term sustainability across the open web.<\/p>\n\n\n\n

This is performance powered by trust \u2014 designed to create value for everyone involved.\u00a0<\/p>\n\n\n\n

On stage at Web Summit Lisbon<\/strong><\/h2>\n\n\n\n

Mozilla and Equativ will highlight this partnership during two conversations from Web Summit:<\/p>\n\n\n\n