Brave Software, makers of the Brave browser which combines privacy with a blockchain-based digital advertising platform, and NYIAX, an upfronts marketplace and contract management exchange by volume and users, today announced a partnership that will enable advertisers to connect with consumers in a way that prioritizes personal choice and respects new privacy legislation.
Under the terms of the partnership, ad contract traders in NYIAX’s upfront marketplace are now able to reserve or buy future inventory options that guarantee their brand advertisements reach only Brave users who have opted in to see the promotions and receive rewards via Brave’s Basic Attention Token system, according to the announcement.
The firms explained that making Brave’s inventory available on NYIAX’s platform provides Brave with incremental revenue opportunities and the ability to strike guaranteed upfront deals with NYIAX’s buyer partners, as well as a year-round lead as they compete for the best brand partnerships.
“What’s unique about Brave’s model is consumers are rewarded for their attention, providing consumers the ability to prioritize preferences and opt into privacy-respecting ads based on their own personal interest,” the statement said.
Brave Ads campaigns are now supported in 183 countries. With a CTR (click-through rate) of 9% (90 day platform average), Brave Ads continue to excel, compared to the 2% industry average. Certain brands are seeing up to 15% CTR. With over 1 billion ad confirmation events to date, Brave Ads have seen a 930% increase from the 97 million ad confirmation events reported in October 2019.
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NYIAX founder Carolina Abenante said that the Brave NYIAX partnership is going to teach the entire industry the true value of the next generation of consumer advertising, a future in which the consumer dictates the personal value of advertisements in his, her or their world and plays a much more transactional role in the value exchange.
Fixing the lack of transparency in the advertising industry
“The announcement of this partnership with NYIAX showcases the value of our model to advertisers and publishers. Brave has always been a champion of personal privacy and we believe in the power of rewarding user attention and participation. Through our partnership with NYIAX, advertisers will now see the value in using the power of blockchain to put users in charge of their experience, and to fix the lack of transparency and trust that currently hurts the advertising industry,” said Brendan Eich, CEO and co-founder of Brave.
Advertisers interested in purchasing inventory on a guaranteed, upfront basis from Brave via NYIAX can do so now in exactly the same way they make other buys. For instance, if a consumer electronics company wants to test the effectiveness of standard versus a Brave buy during the holiday season, those tests can be reserved immediately at no extra charge.
“CCPA compliance went into effect on July 1st and despite their best made plans and compliance efforts, having Brave inventory available as an option is something both chief privacy officers and chief marketing officers can agree on because it’s no risk and all reward,” Abernante said.
NYIAX (https://www.nyiax.com) provides advertisers and publishers a platform to buy, sell and trade premium advertising contracts in a forward/futures methodology every day. Built on Nasdaq technology, the NYIAX platform offers global market-tested trust, transparency and curation to help users identify and unlock the true value of media.