The stark difference between two different generations of advertising models was on prime display this week, after it was announced Google will face a U.S. Senate Judiciary Committee antitrust panel over claims it misused its online dominance in pursuit of profit.
Meanwhile, the privacy-focused Brave Browser can now brag of beating Google at its own game. The latest in a series of case studies shows how many firms who opted in to Brave’s advertising model have seen their ad revenue double and treble already.
Google Faces Antitrust Panel
According to a Reuters report from Sept 15, Alphabet Inc’s Google will be questioned before a senate antitrust panel regarding alleged unfair business practices. Specifically, Google’s head of corporate development, Dan Harrison, will be grilled over accusations that Google regularly broke antitrust laws, and leveraged its considerable dominance in the online advertising space in an illegal fashion.
Google’s acquisition of popular advertising tools such as AdMob and DoubleClick was seen by many as a consolidation of the tech giant’s seemingly indomitable hegemony. Critics claim that Google maintains a pervasive influence over who advertises what on many websites, and that its vague pricing mechanisms don’t reflect the true cost of ad space.
The hearing committee includes both Democrat and Republican politicians, and the U.S. Justice Department is expected to compound Google’s legal woes by submitting its own lawsuit against the firm in the coming weeks, according to the Reuters report.
Google will also be questioned on its practice of displaying Google/Alphabet related services first and foremost among its search results.
Brave Browser Adds Value
The latest advancements made in the advertising industry didn’t come about by figuring out how to maximize ad space, but rather by figuring out how to optimize it.
For proof of this look no further than Brave Browser and its contrarian method of allowing users to opt-in to whichever adverts they wish to see. While this method may not catch as many small minnows as Google’s dragnet, it does deliver ads to precisely the people who are inclined to act on them.
This can be seen in recent stats released by Brave Browser which show an average click-through-rate (CTR) of 9% for ads hosted on its software. One particular ad campaign saw a CTR in excess of 15%. For some context, the average CTR on typical web services rarely exceeds 2%.
Given that Brave was born of the cryptocurrency space, it’s no surprise that many crypto firms who moved their ad services over to Brave have witnessed sizable increases in revenue.
BlockFi cut its costs by 75% when switching to Brave, and brought in twice the revenue it did with Google. Cryptocurrency exchange eToro saw customer registrations increase by 230% while gaining a CTR of 13.8%. Meanwhile, the EOS-based virtual property application, Upland, reportedly earned three times more revenue per user with Brave’s ad services than it did with Facebook’s.