Advertising on Brave with the New Ads Manager

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For online businesses, navigating the advertising landscape often means relying on the familiar – Google Ads and Facebook. While these giants undeniably offer reach, their dominance raises concerns about privacy, data control, and ad fatigue. 

So, what if there was another option? One that respects user privacy, offers innovative ad formats and unlocks a growing audience of engaged users. You might be surprised to learn that there is an alternative – Brave.

The first version of the Brave browser launched in 2016. It featured built-in ad blocking and introduced a unique rewards system based on the Basic Attention Token (BAT). A year later, in 2017, the Brave Rewards program gave users who opted in the ability to earn BAT tokens in exchange for opting in to be served privacy-preserving ads.

Three years after launching, Brave introduced Sponsored Images, the first native advertising option within the browser. And last year, they expanded their ad placements to include keyword ads and search results snippets.

Now, in 2024, they have launched a Brave Ads Manager, which gives advertisers a self-service platform for managing campaigns across the Brave ecosystem.

Not Just Another Browser

Brave isn’t just about blocking pesky ads. It’s about empowering users and respecting their digital privacy. This translates into real value for both users and advertisers. Unlike other browsers, Brave rewards users who opt-in to being served ads by paying them with Basic Attention Tokens.

The tokens can be used in several ways, including paying for premium content, purchasing merchandise or even donating to charity. 

The result is a win-win for audiences and businesses as it creates an environment where users are receptive to the ads they’re being shown.

Why Advertise on Brave?

With a model so unique, there are some equally unique reasons why Brave could be good for your business:

  1. A Privacy-Conscious Audience: Brave boasts 65 million monthly active users in over 200 countries.  Their demographic is as unique as their offering and tends towards a younger, tech-savvy, privacy-conscious demographic often overlooked by traditional platforms. 
  2. Innovative Ad Formats: Instead of run-of-the-mill banner ads, Brave offers exciting new ad types, including Notification Ads, Newsfeed Ads, Sponsored Images, and targeted Search Ads.  (More on these later.)
  3. Interest-Centric Targeting: Users are targeted based on their interests rather than their browsing history. This makes the whole experience more relevant for the user, who is then more likely to engage with the content.
  4. Transparency and Control: For advertisers, Brave offers detailed campaign reporting and real-time data insights. This makes it easier to understand where your budget is being spent and what impact it has.

Brave’s Ad Formats

Brave Ads Manager offers a variety of ad formats that go beyond the typical banner ads, allowing you to reach users in unique and engaging ways within the Brave browser.

  • Notification Ads. These brief, targeted messages appear discreetly on users’ desktops, grabbing their attention without being intrusive. They’re ideal for driving acquisition, especially when combined with Brave’s Mindset Ad Targeting. This innovative technology matches ads to users within the browser based on their interests, ensuring relevance and privacy protection.
  • Newsfeed Ads. These native image and text placements blend perfectly with the news articles, offering a non-disruptive way to reach engaged readers. And since Brave News always displays just one ad at a time, your message has a 100% share of voice, maximising its impact.

Beyond these two self-service options, Brave also offers New Tab Takeovers and Search keyword ads. These premium placements provide high visibility and targeted reach, making them ideal for brand awareness and specific campaign goals. These ad types are available as managed service buys and can be booked by contacting Brave’s ad sales team.

Who’s advertising on Brave?

Initially, Brave attracted more niche advertisers. However, the introduction of the Ads Manager platform has opened it up to more advertisers. Most recently, Ford, Intuit, Norton, Swarovski, and Wayfair have run successful campaigns on the platform.

Tech, finance and fashion are industries that have proven to be a good match for the browser’s demographic so far. And this list of industries is likely to grow as more businesses take advantage of the Ads Manager feature to experiment on a new platform.

How much does it cost to advertise on Brave?

Brave hasn’t provided specific costs but claims to be competitive and flexible. They use a cost-per-thousand-impressions (CPM) model, where you pay for every 1,000 times your ad is displayed.

As with all digital marketing platforms (like Facebook and Google), your advertising costs will vary depending on your campaign goals, target audience, ad format, budget, and duration.

Ready to Explore?

Of course, Brave won’t be replacing Google or Facebook anytime soon. But if your business is targeting a specific demographic using the platform, it provides a new opportunity to build brand awareness and encourage engagement.

Most notably, Brave offers brands the ability to build trust with users because of its unique model based on consent. Given the increasing importance of preserving user privacy online, it may hold the key to the future of advertising.