Episode 111: Ross Benes on eMarketer and Juggalos

The interview with JP Schmetz, the Chief of Ads at Brave, explores the company's role as a privacy-focused browser and search engine with over 80 million monthly users. Schmetz discusses Brave's integration of AI-powered search, its stance against third-party trackers, and its unique ad ecosystem that supports first-party ads while blocking programmatic advertising. Brave also offers advertising formats like search ads, a "New Tab Takeover," and push notifications, with a focus on incremental ad value for major advertisers. The conversation touches on Brave’s historical connection to crypto, noting that while the token reward system still exists, regulatory hurdles have significantly reduced participation. Schmetz highlights the company’s biggest challenge—competing against Google’s monopolistic control over browser search defaults—and discusses the difficulty in attracting advertisers, despite strong performance metrics. Ultimately, Brave positions itself as an alternative for privacy-conscious users and brands looking for a differentiated digital ad experience.

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