Mozilla today announced Index Exchange Inc., one of the world’s largest independent supply-side platforms (SSPs), as its first official U.S. programmatic partner, marking a major milestone in the launch of programmatic advertising on Firefox New Tab. The partnership debuts at Advertising Week New York 2025, where Mozilla.org COO Suba Vasudevan and Index Exchange CMO Lori Goode will co-present on the future of trust and performance in digital advertising.
Through this collaboration, Mozilla and Index Exchange are co-creating a new programmatic model designed to give advertisers access to Mozilla’s highly engaged Firefox New Tab audience—while ensuring that data control, safety, and user trust remain core to the platform. Inventory will be available exclusively via Private Marketplace (PMP) or Programmatic Guaranteed (PG) deals through Index Exchange.
“Advertising funds the open internet, but it needs a new foundation,” said Suba Vasudevan, COO of Mozilla.org and SVP at Mozilla Corp. “Advertisers have always cared about brand safety. The missing piece has been trust in the platforms where ads run. That’s 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’ data.”
“Our partnership with Mozilla demonstrates how programmatic can evolve to create stronger outcomes for brands and better experiences for consumers,” said Lori Goode, CMO of Index Exchange. “By uniting Mozilla’s trusted environment with Index’s infrastructure, we’re building a model of programmatic rooted in quality, accountability, and long-term value.”
Mozilla and Index Exchange will debut the partnership on stage at Advertising Week New York 2025, joining together for a keynote titled “Adding Trust to Your Ad Buy: The Smartest Spend in Marketing Today,” on the Advertising Week Innovation Stage, Monday, October 6. The session will highlight the companies’ partnership in building a new model for digital advertising that combines advertiser performance expectations with user trust.
Why Mozilla’s partnership with Index Exchange matters:
- Scale where it matters: For marketers committed to building on trusted platforms, curated PMP deals with Mozilla and Index Exchange provide a way to reach large, engaged audiences in respectful, brand-safe environments—aligning performance goals with user trust in the fastest-growing programmatic channel (~88% of global spend).
- No personal identifiers: Mozilla ensures that no personal identifiers or cross-site tracking are used—reflecting the partnership’s commitment to respect users and create ad experiences people can trust.
- Future-ready monetization: Firefox research shows that even privacy-minded users expect some level of personalization when it improves their experience—but only if delivered responsibly and with user control.
- A unique audience opportunity: Firefox reaches hundreds of millions of people worldwide, offering marketers the chance to build connections in a trusted, brand-safe environment with an engaged audience often underrepresented on other platforms.
The partnership underscores Mozilla’s growing investment in advertising as a sustainable revenue stream—one built around user trust and privacy—and Index Exchange’s leadership in developing transparent, future-ready programmatic solutions.
