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 enviro

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