Building a More Trusted, Transparent Web: Mozilla Ads Partners with Equativ

Advertising should work better. For people, for publishers, and for brands.

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’s continued investment in rebuilding digital advertising around trust, transparency, and fairness. Our mission has always been to create technology that serves people first — and now we’re applying that same principle to how the open web is funded.

Like Mozilla, Equativ has built its platform around transparency, privacy, and accountability — providing independent, full-stack technology that supports an open, competitive ecosystem. Its approach prioritizes publisher as well as media buyer control and privacy-preserving innovation, making it a natural partner in demonstrating that advertising can succeed without misusing people’s data or eroding trust.

Together with Equativ, we’re 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 — ensuring results will be earned through relevance, not data extraction.

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“Mozilla has spent more than two decades proving that trust is not a limitation on innovation, it is a multiplier. Through Mozilla Ads, we’re extending that same principle to how advertising works online — designing systems that respect people’s trust and reward quality. 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.” — Suba Vasudevan, COO of Mozilla.org and SVP at Mozilla Corp.

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Why This Partnership Matters

For years, digital advertising has relied on extensive data collection and cross-site profiling — 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. 

Mozilla and Equativ share a belief that the open web can deliver on all three — that the next era of digital advertising will be defined by trust as a performance driver. Together, we’re building an alternative model that delivers measurable results for marketers without compromising user privacy.

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“We are aligned in our commitment to a healthier advertising ecosystem,” said Teiffyon (Ty) Parry, CSO at Equativ. “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’re proving that privacy and performance are not only mutually reinforcing — they offer a new way forward for advertisers.”

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Creating a new model for respectful advertising

Mozilla’s 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 — and builds value outward from there.

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.

For users, it ensures that Mozilla surfaces remain privacy-preserving, relevant, and respectful by design — where advertising helps sustain the Firefox experience they value, without misusing audience data, autonomy, or their attention.

For publishers, it supports a clear and equitable value exchange that strengthens long-term sustainability across the open web.

This is performance powered by trust — designed to create value for everyone involved. 

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Learn More About Advertising on Mozilla’s terms 

At Mozilla, we’ve always believed that advertising, done responsibly, can help sustain the open web. This partnership is proof of that belief — 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/

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