While the privacy-first portion of the internet is a new space, we believe that this is the direction the internet is moving.
What are the implications for existing platforms/publishers? Brands that are interested in getting their name in front of smart, tech-savvy consumers should be considering this browser in their media plan. However, we saw higher than expected cost per acquisition and inefficient conversion rates. Our clients have been able to achieve very efficient upfront metrics such as clicks and impressions. We find the Brave browser fits best within the awareness and consideration phase of a media plan. How can brands use this in their media plan? One thing for sure is that the cookie-less future is inevitable, so the sooner advertisers can get behind this, the better positioned they will be in the near future. Privacy is becoming an increasingly important topic within the online space, and as an industry, we are still begging to understand what these effects will have on the market as a whole. The clients saw this higher CTR while also achieving 80% cheaper cost per click (CPC).īeing transparent about data-sharing is a better approachĪs more and more of our day-to-day lives move online, we at 3Q/DEPT believe that more data transparency is the best path forward. While using Brave, clients saw a 67% increase in click-through rates (CTR) when compared to nonbrand efforts. At 3Q/DEPT, we already have some clients testing on Brave with strong results. With the deprecation of Chrome cookies happening at some point in 2023, Brave is just the first one to the race. Users are slowly catching on to this platform, and performance has been pretty good from an engagement standpoint
According to Brave, 83% of their users utilize ad blockers, and only 51% have a Facebook profile. This browser presents a unique opportunity for brands to secure the attention of tech-savvy early adopters. It allows both users and advertisers to operate in an “opt-in” ad network where users have the ability to see ads and earn rewards called Basic Attention Token services. Brave is a privacy-first browser that offers users a secure internet browsing experience that does not utilize third-party cookies.
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