Mozilla, Scroll Partner To Help Fix Online Publishing Model, Enable Direct Funding

Mozilla is partnering with Scroll "to better understand consumer attitudes and interest towards an ad-free experience on the web as part of an alternative funding model.”

Scroll is a service that lets users pay to access sites ad-free across various devices. Investors include Gannett, News Corp and The New York Times, among others, with partners like The Atlantic, Slate, Fusion Media Groupand Business Insider.

Mozilla owns the Firefox web browser.

"By enabling more direct funding of publishers, Scroll’s model may offer a compelling alternative in the ecosystem," Peter Dolanjski, product lead at Mozilla, wrote in a post on the site's blog.

"The online advertising ecosystem is broken. The majority of digital advertising revenue is going to a small handful of companies, leaving other publishers with scraps," he wrote. "Users are on the receiving end of terrible experiences and pervasive tracking designed to get them to click on ads or share even more personal data."

Last year, many publishers built pay walls to lessen reliance on a digital ad-supported business model and improve direct relationships with readers.



For example, Condé Nast plans to put all of its titles behind a pay wall

Dolanjski said it is time to put "publishers and users at the center of the online value exchange." On the user side, Mozilla is holding back on "pervasive tracking" in its web browser to protect users' privacy.

For publishers, "we believe these same measures will help shift long-term ecosystem incentives currently stripping value from publishers and fueling rampant ad fraud." Dolanjski wrote.

In 2019, Mozilla will continue to experiment with new product features and offerings. Part of that initiative means inviting small groups of browser users to take part in surveys and test new features, products or services.

1 comment about "Mozilla, Scroll Partner To Help Fix Online Publishing Model, Enable Direct Funding".
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  1. Craig Mcdaniel from Sweepstakes Today LLC, February 27, 2019 at 6:02 p.m.

    I basic idea of "rampant ad fraud" was created out the concept that computers, servers and software could eliminate human involvement in online advertising. Now, it has changed to simply building bigger and better mouse traps. When these improved mouse traps to catch and stop the fraud is not working either because the bad guy have better weapons also. The point here is, there is so much fraud, scams and hacks this in my opinion can never be stopped. What is needed is human involvement again and limit computer for security. I have published over 72,000 Fortune sweepstakes promotion over 15 years and never been hacked or a scam sweep ad shown. Every sweepstakes ad is human reviewed and hand placed. There are even better ideas how to improve ads and ad security but the fact that humans would have to be included is the problem.  Show so love again to real people.

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