Brave has differentiated itself in the search advertising market by introducing a privacy-focused model that utilizes embeddings to match ads with queries based on intent, rather than traditional keyword targeting. This innovative approach seeks to attract major brands by demonstrating effectiveness in engaging users with relevant advertisements. Brave provides new advertisers a trial period to evaluate click volume and return on ad spend, and its strategy has attracted over half of the top 20 paid search advertisers, indicating initial success in challenging established competitors like Google.
Since introducing search ads in 2024, Brave has courted big brand budgets, pitching itself as the place to squeeze out incremental gains beyond Google's well-trodden turf.
Rather than relying on traditional keyword targeting - and the endless back-and-forth of asking marketers 'what keywords do you want?' - Brave uses embeddings.
When talking with a new advertiser, Brave gives it a free test to first assess click volume, attribution capabilities depending on their first or third party setup.
So far the approach seems to be working - to a point at least. According to Brave, more than half of the top 20 largest paid search advertisers globally are now advertising with Brave Search Ads.
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