A Brave New World? What This Privacy-Focused Browser Means for Digital Marketing
Published: August 8, 2022
Author: Shawn Grenald
Brave is a privacy-first browser that offers users a secure internet browsing experience that does not utilize third-party cookies. 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.
This browser presents a unique opportunity for brands to secure the attention of tech-savvy early adopters. According to Brave, 83% of their users utilize ad blockers, and only 51% have a Facebook profile.
Users are slowly catching on to this platform, and performance has been pretty good from an engagement standpoint
With the deprecation of Chrome cookies happening at some point in 2023, Brave is just the first one to the race. At 3Q/DEPT, we already have some clients testing on Brave with strong results. While using Brave, clients saw a 67% increase in click-through rates (CTR) when compared to nonbrand efforts. The clients saw this higher CTR while also achieving 80% cheaper cost per click (CPC).
Being transparent about data-sharing is a better approach
As 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. 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. 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.
How can brands use this in their media plan?
We find the Brave browser fits best within the awareness and consideration phase of a media plan. Our clients have been able to achieve very efficient upfront metrics such as clicks and impressions. However, we saw higher than expected cost per acquisition and inefficient conversion rates. Brands that are interested in getting their name in front of smart, tech-savvy consumers should be considering this browser in their media plan.
What are the implications for existing platforms/publishers?
While the privacy-first portion of the internet is a new space, we believe that this is the direction the internet is moving. You can gain trust with a new segment of users who, because they are opting into seeing your ad, will engage at a higher than average rate. And from the brand side we believe this change in privacy is inevitable, so the sooner you can gain learnings the better.