Mindshare North America and Mozilla Partner to put Users First in Advertising

Media agency Mindshare North America partners with the makers of Firefox on pushing the digital advertising industry forward thru transparency, trust, and control for users

Mozilla, the mission-based organization dedicated to keeping the power of the Web in people's hands, today announced a partnership with Mindshare North America, the global media agency network that is part of WPP, to provide its clients with new advertising opportunities within Firefox and for participation in the journey of designing a more user-centric approach to digital advertising.

Launching today, Mindshare NA clients have the ability to be among the first brands within the newly launched content and advertising initiatives within the Firefox Web browser.  The first client to go live is CVS Health which will be promoting its new advertising campaign.

"We are excited for CVS Health to be one of the first launch partners with Mozilla's new content initiative.  We are always looking for ways to be innovative, break through the clutter, and bring first-to-market opportunities to our brands," said Marisa Skolnick, Associate Director, Mindshare North America. "Mozilla has given us that opportunity and allowed us to help ideate and take a first look into future concepts."   

In late 2013, Mozilla created the Content Services group in New York, led by ad-tech veteran Darren Herman, to explore ways of building advanced content and user-centric advertising opportunities within Mozilla products.  After a year of ideation, prototyping, and experimenting, the first user-centric advertising solution launches today which lives exclusively in Firefox browsers on desktop and mobile.

"We believe there is a huge gap in the marketplace around user participation in advertising: it's non-existent at scale. We believe users will trust advertising if it's transparent and they have control of their experience," says Darren Herman, VP of Content Services at Mozilla. "We built our own solution to show the world that putting the user first is possible and we will partner with different technology companies over the coming months to extend our principles beyond Firefox."

Rob Norman, Chief Digital Officer, GroupM: "We are thrilled to be part of the journey to make advertising more user-centric. Mozilla has been a thought leader in the space for years and our clients will benefit by their truly independent stance of the Web."

GroupM, the world's largest media investment management operation, and parent company to Mindshare NA, its agencies, and their clients will be working with Mozilla to refine the initial ad products and participate in product advisory through 2015.  

Posted on November 16, 2014 .