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
MOUNTAIN VIEW, Calif., Nov. 13, 2014 /PRNewswire/ -- 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.
About Mozilla
Mozilla has been a pioneer and advocate for the Web for more than a decade. We create and promote open standards that enable innovation and advance the Web as a platform for all. Today, hundreds of millions of people worldwide use Mozilla Firefox to discover, experience and connect to the Web on computers, tablets and mobile phones. For more information please visit https://www.mozilla.com/press
ABOUT MINDSHARE
Mindshare is a global media agency network with billings in excess of US$31.4 billion (source: RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world's leading communications services group. Visit us at mindshareusa.com or MindshareInTheLoop.com and follow us on Twitter @mindshare_NA and facebook.com/MindshareNA.
About GroupM
GroupM is the leading global media investment management operation. It serves as the parent company to WPP media agencies including Mindshare, MEC, MediaCom and Maxus. Our primary purpose is to maximize the performance of WPP's media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies. Discover more about GroupM and its agencies online at www.groupm.com.
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SOURCE Mozilla
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