Mozilla is bringing programmatic advertising to Firefox through a partnership with Index Exchange.
The two companies announced the partnership on Monday during Advertising Week New York 2025. As part of the deal, Mozilla and Index Exchange are co-creating a programmatic model that gives advertisers access to Mozilla’s Firefox New Tab audience, with inventory available exclusively through Private Marketplace (PMP) deals via Index Exchange.
“Advertising funds the open internet, but it needs a new foundation,” Suba Vasudevan, COO of Mozilla.org and SVP at Mozilla Corp., said in a statement. “Marketers have long talked about trusted brands and trusted creative—but what’s missing is trust in the platforms where ads actually run.”
She added, “By engineering trust into the advertising environment itself, we’re creating a higher-quality audience experience and a stronger performance channel for brands.”
Marketers using the new platform will be able to reach large, engaged audiences in respectful, brand-safe environments. They will also be working in an environment that does not include personal identifiers or cross-site tracking.
“Our partnership with Mozilla reflects a shared belief that programmatic can evolve to serve both brands and people better,” Lori Goode, CMO of Index Exchange, said in a statement. “By aligning Mozilla’s trusted environment with Index’s infrastructure, we’re co-creating a new model that gives marketers confidence their campaigns are running in spaces designed for quality, control, and lasting impact.”
