Reach 100M opt-in users on Brave Ads.
Brave Ads is the only ad network at scale built on opt-in attention. 100 million monthly active Brave users, 37 million daily, and the ones who see your ad chose to see it — Brave pays them 70% of the ad revenue in BAT for their attention. Privacy-first, on-device targeting, no third-party tracking, and a privacy-conscious audience that's actively migrated away from ad-tracked browsers. Capconvert's Ad Program for Brave is built around what works in an attention economy where users are paid customers, not surveillance targets.
Why opt-in attention is a different ad economy.
Brave Ads invert the standard ad economy. Every other ad network runs on default-on attention — users see ads whether they want to or not, and the platform takes the revenue. Brave runs on opt-in attention: users actively enable Brave Rewards, choose to view privacy-respecting ads, and earn 70% of the ad revenue back in Basic Attention Token (BAT). The remaining 30% is Brave's platform fee. Advertisers reach users who chose to see them, not users who couldn't escape.
The audience is small relative to Google or Meta — 100M monthly users, 37M daily — but it's qualitatively distinctive. Brave users have actively migrated away from Chrome, Safari, or Edge specifically to escape tracking. They're more technical, more privacy-conscious, less ad-receptive in the traditional sense, and often higher-income. For brands whose buyers fit that profile (privacy-respecting tech, fintech, security tools, premium DTC, professional services), Brave's audience converts at multiples of its share.
On-device matching and the BAT economy.
Brave Ads runs on architecture nothing else in the ad market matches: on-device matching. The browser receives an encrypted catalog of available ads, then your browser — locally on your device — picks which ads to show based on signals that never leave the device. No user data flows to Brave's servers; no third-party trackers fire; no advertiser identifies who saw the ad. The only thing returned to the network is anonymous aggregate confirmation that an opted-in user viewed the ad.
Brave New Tab Sponsored Images. Sponsored full-screen background imagery with a small CTA on Brave's New Tab page. The default and most-used Brave Ads format. High brand-awareness lift; modest direct response.
Brave Push Notifications. Privacy-respecting push notifications delivered through the Brave browser to opt-in users. Higher engagement than email or web push; tighter frequency caps. Strongest format for direct-response on Brave.
Brave Search Ads. Sponsored placements within Brave Search results — privacy-respecting, no tracking, no retargeting, opt-in. Brave Search hits 55M+ daily queries growing ~100% YoY (the search engine), so this is the fastest-growing Brave Ads inventory layer.
Brave News Sponsored Articles. Native sponsored content within Brave's privacy-first news feed. Aligned with Brave's audience preferences for editorial-quality content over invasive ads.
BAT Rewards economy. Users earn BAT for opting into ads. They can tip BAT to favorite creators (1M+ verified creators participate) or hold/trade it. The economic loop creates reciprocity — users opt in deliberately because they value the rewards, which raises the quality of attention advertisers receive.
What drives ad eligibility on Brave.
Brave's ad-matching system is fundamentally different from auction-based networks. The browser, on-device, evaluates ads against signals that include opt-in status, creative quality, and category fit. The hierarchy below reflects the levers we work for every Brave Ads campaign.
Why this audience converts differently.
The Brave audience converts on different principles than the open-web average. Aggressive scarcity ("only 3 left!"), heavy retargeting (Brave doesn't allow it), and surveillance-based personalization (impossible on Brave's architecture) all underperform. What works is editorial-grade creative, transparent value propositions, and respect for the user's privacy choice.
Brave users opted in to receive ads. That's an asymmetric position relative to standard advertising — the user is a paying customer of the ad system, not a captured audience. Treat them like that and the conversion rate reflects it. Treat them like generic display traffic and engagement falls below the open-web baseline.
Verified creator alignment. Brave's 1M+ verified content creators participate in the BAT tipping economy. Aligning brand creative to the editorial standards that creators uphold (sourced claims, transparent pricing, clear value prop) builds durable platform trust. Brands that violate it get throttled by Brave's policy team.
Cookieless by default. Brave blocks third-party trackers and cookies at the browser level. Standard remarketing pixels don't fire. Brand awareness translates to direct branded search uplift on Brave Search — measurable through Brave Search Console-equivalent reporting — rather than retargeting-pool growth.
What creative wins on Brave.
Brave creative norms diverge sharply from Google or Meta best practices. Standard direct-response creative — countdown timers, scarcity language, aggressive CTAs — under-performs. Editorial-grade creative — clear value prop, sourced claims, design quality — out-performs. The same buyers who engage with The New Yorker are the buyers Brave's audience overlaps with.
Sponsored Images. Full-bleed New Tab background imagery. The default Brave brand-awareness format. Photography over illustration in most categories. Minimal copy overlay. The image carries the weight; the user clicks through if interested. High-quality typography and design attention compound here.
Push notifications. Title + short description + click destination. Curiosity over urgency. Brave users delete misleading push at scale, which damages campaign delivery. Treat the push like a publisher headline, not a sales pitch.
Brave Search Ads. Search-format creative — short title + description + URL. Same Quality-Score-equivalent mechanics as Google Search ads, but the audience evaluates differently. Honesty about pricing and fit wins over click-bait.
Brave News Sponsored Articles. Long-form native sponsored content within the Brave News feed. Reads like editorial; declares sponsorship. Best-fit category for thoughtful B2B and premium DTC. Underused — most Brave advertisers default to Sponsored Images and miss Sponsored Articles' depth.
Tracking conversions in a privacy-first network.
Brave's privacy-first architecture changes what measurement looks like. Standard pixel-based attribution doesn't work — Brave blocks third-party pixels by default. The measurement model has to be re-thought, not retro-fit.
Confirmation tokens (Brave's first-party attribution). Brave issues anonymous confirmation tokens when users view sponsored content. The tokens prove an ad was viewed without identifying who viewed it. Aggregate impression and click counts are reported back to advertisers; user-level attribution stays on-device.
Branded search lift. The most reliable post-Brave-ad signal is branded search lift on Brave Search and elsewhere. Awareness campaigns on Brave produce measurable branded-search delta within 7–14 days; we measure against pre-campaign baselines.
UTM-tagged landing pages. Brave traffic arrives with UTMs intact (the user opted to click through). Server-side analytics on the destination page captures the post-click conversion path. Standard attribution applies once the user crosses domains.
Direct-response measurement. Brave's push-notification format has the cleanest direct-response measurement — opt-in user clicks the push, lands on UTM-tagged page, conversion attributed normally. Sponsored Images and Sponsored Articles measure on view + branded-search lift.
The inverted attribution model. The platforms that promise the most attribution (Meta, Google) are the same ones that surveil users to produce it. Brave's measurement is less granular by design — the signal is incremental brand effect and direct-response from explicitly-opt-in clicks. Read it that way; don't ask Brave to behave like Meta.
How we run Brave Ads for clients.
Brave Ads engagements run as a separate workstream from the rest of the Ad Program — the platform's economics, creative norms, and measurement model are different enough that lifting Google playbooks into Brave actively backfires. Five-step methodology calibrated to Brave's economy.
Audience-fit assessment. Does your buyer profile align to Brave's privacy-conscious, technical, premium audience? If yes, Brave gets dedicated investment and creative. If no, we route to other channels and skip Brave — protecting both the brand and Brave's audience trust.
Format strategy. Sponsored Images for awareness campaigns; Push Notifications for direct response; Brave Search Ads for high-intent search; Sponsored Articles for B2B and premium DTC. We stack formats per campaign goal rather than defaulting to image-only.
Platform-native creative. Original creative built for Brave — not repurposed Meta or Google assets. Photography-led, editorial-toned, transparent on pricing and fit. Investment in creative direction is the difference between Brave campaigns that under-perform and Brave campaigns that out-perform.
Privacy-aware measurement. Confirmation-token reporting + branded-search-lift measurement + UTM-tagged landing-page analytics + post-click server-side conversion tracking. We don't ask Brave to behave like Meta; we measure what Brave actually produces.
Trust maintenance. Frequency discipline, brand-safety alignment, creative refresh cadence. Brave's audience trust is finite and shared across all advertisers — protecting it protects platform efficiency over time.