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Has Advertising Lost Its Effectiveness?
Recorded: May 30, 2025 Duration: 0:59:39Space Recording
Short Summary
Brave announces the launch of its Brave Reward 3.0 partner program, welcoming major partners like Ubisoft, Novacast, and Moonwalk, marking a significant step in enhancing user engagement and redefining advertising in the crypto space.
Full Transcription
De fato.ご視聴ありがとうございました。 Thank you. how did i get up here without before i even got in here that makes no sense how does that how
does that even work unless unless jenny was just that quick It's like fucking trigger finger as soon as he saw me enter the space.
Bam!
In fact, boom, boom, bada bing, boom.
All right.
Anyway, let's go ahead, get the song going, all that good stuff.
Sorry if I broke anyone's ears.
Listeners, anyone in the listener session?
Speakers, don't you dare say anything.
Listeners, just give me some signs of life.
Throw me an emoji reaction so I know you can hear me. Listeners, just give me some signs of life. Throw me an emoji reaction
so I know you can hear me.
Speakers, anyone.
Guy, I see you in the speaker session.
Sorry, not speakers. Listeners,
I can't, man, I can't talk.
Listeners, react. Do something.
Anything. Kaido,
thank God you're here. Okay, can you hear me?
Okay, great. Awesome.
Alright, I'm gonna go? Okay, great. Awesome. It's enough. All right.
I'm going to go ahead and get a thing going.
What song are we going to do today, Jenny?
What song are we going to do today?
If only we could figure it out.
All right, let's go ahead and play it then. on it don't get better no read what I wrote I'm a best seller yeah reach for
my goals hit it dead center hit it dead center bullseye hit it the most is no
misses something like fish in a barrel it's no different blindfold on me I
still got the most vision trendsetter told them before but they don't listen
better better bring a better back because I'm bigger better solo single selling
several shows at every single second Peter Piper picked a pack of pickled peppers
Kinda came and crushed the competition, hope they get the message
Look, living it fast, into my M in the back
I never go slow, and I'll crash, end up a thing in the past
They know I won't though, big fish catching me
They gon' need a bigger boat
Ironic how the world stops when I spin a globe
Always showing up, last year's song still holding up
See the name now and they know what's up Price hit the top and it's going up I'm a trendsetter, whoa.
League of my own, it don't get better.
No, read what I wrote, I'm a bestseller.
Yeah, reach for my goals, hit it dead center.
Hit it dead center.
Transsetter, whoa.
League of my own, it don't get better.
No, read what I wrote, I'm a bestseller.
Yeah, reach for my goals, hit it dead center
Dead center
B.O.D. Get the spell checker
Fact check, get prevent errors
Going up, see the band level
Hella B.O.I., y'all just red peppers
All y'all coppin' copies, but I'm left center
And yo, shorty glitched on me like a text center
Hit it with a French tenner
Crazy, wait it till I do the next record
I leave head seven, I don't need to hit the bench ever
But if I do, I'm PRin' to the next level
Rondo flies to loose dancin', I already know who you people fans of
Call me Big Daddy in the big body wrangler
Call me Big Daddy Adam Sandler
Bullseye, aiming for a cottage with a poolside
Full side
Always showin' up
Last year's song still holdin' up
See the name now and they know what's up
Price hit the top and it's going up
I'm a French setter
League of my own, it don't get better
No, read what I wrote, I'm a bestseller
Yeah, reach for my goals, hit it dead center
Hit it dead center
welcome to the brave spaces i know that we changed it up but that sound effect right at the end
changes everything changes the tone welcome to the brave space we are here every friday
at 1 p.m est you guys already know the usual vibes we're gonna have a lot of
fun today as usual we just kind of have an open discussion today it's gonna be talking about
advertising has it lost its effectiveness we talked about this a few a while ago more so
focusing on the angle of social media and it is a kind of replacing the traditional advertising
industry a little bit or marketing in
general right um i'm seeing it more and more take over uh companies is dying or is dying in some
capacity they hire someone who decided to take on the social media and then boom they're alive
they're back i mean it's it's a very common theme that we're starting to see more and more right kind of
a company kind of uh what's the word uh i i don't want to say reborn but just kind of like
modernizing themselves right get kind of just uh adjusting to the times a little bit right um you
know they don't have to drop half a million dollars to bring you know bring the advertising
into the fold they can just start an account and boom they're done um but real quick guys if you haven't already please bottom right hand corner
repost comment and bookmark as per the usual we have speakers that that come up here time out of
the day to be here two weeks in advance so please give everyone a follow as per the usual this is
an unfungible spaces so shout out to you all Shout out to Unfungible for hiring me
The Clash Clown
To then turn around and host and become the Clash Clown
For all these beautiful people
That do decide to take me on as a host
So shout out to the Brave team
Real quick
I want to check in with some peeps real quick
And then we're going to go ahead and kind of open the table for the discussion
We got I think we got most people up here i think we got most of the guests up here but first
let's check in with the brave team let's start with paula paula how are we doing today what are
we drinking hi everyone hope you're having a great day i'm doing well i'm doing well i'm very excited
for the discussion today and of course course, I'm drinking coffee.
Like it's the only thing I can drink in the morning.
Well, coffee or English tea.
And how about you? How are you doing today?
I love that coffee or English tea.
Why not both? Why not just chug them both at the same time?
No, I'm also drinking coffee.
I'm also drinking coffee.
I'm on like, I've been doing two to three cups a day this week
because I can't seem to get to bed early enough
because I'm trying to wake up at 5 a.m. to work out.
And man, it is brutal.
I'm about to turn 35 in about two weeks.
And it is.
My age is showing.
Let's just say that.
I remember 10 years ago, I could just, you know, pop right up out in three hours of sleep, head over to the gym and just PR my back squat like it was nothing.
Well, we're not here to reminisce about my glory days.
We're here to discussce about my glory days we're here to uh discuss all this stuff so but but but
but you might you might hear me sprinkle some stuff in there in the middle of all the discussion
just ignore it you know i'm i'm just an old man on the rocking chair in the front porsche
uh but let's keep checking in we got batter my man how you doing today i am fantastic how are you
don't ask me how i'm doing i already told you how i'm doing i'm drinking uh pedras
sparkling water because it's that exciting sparkling wow man man don't get in the dream
don't get too turned don't get too turned um are you a hard seltzer guy as well no i i'm drinking
every at the moment i'm mostly drinking wine i'm stopping now to sort of have
headaches all the time yeah yeah i've literally got back to portugal i've discovered i've got
more wine than i can fit in my fridge so i've got to drink it all before it turns into vinegar
oh my god that that that's a dangerous game to. I got to drink all this before it goes bad.
You know?
And here we are.
So if we don't hear from you next Friday, we'll have to keep checking in.
We'll have to keep checking in.
But we got one more team member to check in with real quick.
I think he's having sound issues.
Guy, can you hear me?
I can, but I'm unclear.
Can you hear me?
Yes, sir. I can hear you well and clear. How are you doing today? What are you drinking?
Doing good. I was drinking just water. I have the pleasure of meeting with one of our bad ambassadors Aranyaka. We had a very pleasant day together. He took me out and treated me nicely to a good Portuguese lunch
And sun is shining and it's wonderful to be here thank you very much for an invitation and
it's very nice to hear your voice as always no you sorry i don't know why i just came back with
that i totally could have said no it's totally totally you know my pleasure as well but no um
first of all that lunch sounds delicious i'm gonna need a piece of that you know real quick
uh but but um in all seriousness we're gonna keep this moving
we got we got a couple more guests checking with and then we're gonna go ahead and keep this moving
matricia let's check in with you how you doing today gm gm i'm doing good uh happy friday
everybody i'm drinking some coffee uh very excited my uh my connection seems to be fixed
uh the last couple twitter faces i've been on have kind of been unproductive because I've had connection issues.
So very happy to have this sorted out.
But yeah, happy Friday, everyone.
Don't jinx us, man.
You can't say that out loud.
You're supposed to keep it to yourself.
If you talk about how good spaces are doing right now, they will nuke us.
So stop it.
Don't talk about it.
Spaces are terrible.
I have glitches all day, every day.
There's not one space where, you know,
there are people out there that don't have iPhones,
which is crazy, which is crazy to think about.
And they think this is okay to host on those phones.
Android.
Someone yesterday said they were hosting
on a Google Pixel phone.
I felt so bad.
Because when he said that, all of us, and when I say all of us, I mean me
and the guest panel, we
all took shots at it. We
didn't even know Google Pixel phone still existed.
Oh my God, it's
still alive. That's crazy.
Oh, Google's still creating
phones. That's so brave.
You know, and it's just like god poor i i might i
might have to check in with him later today make sure he's doing all right because man he took a
beating uh so yeah uh so it counts on it matters what phone you're hosting from and it matters
what device you are so if you do from laptop get off laptop, press it on the phone and make sure your phone is an iPhone.
Very specific work.
Shout out to Elon doing insane amounts of ketamine and mushrooms, which is the perfect description of this platform as well.
So we love to see a founder truly getting into the trenches with their own people.
trenches with their own people.
We truly do.
But with that being said,
with that being said,
I think we got one more guest because we're missing one.
So we got Project Noom.
I hope I said that right.
Hey, hey.
You said it right. Thanks. Alex here.
Thanks for having us.
I'm having a glass of water too
and I'll dive into some red wine
later.
I love it. I love later. I love it.
I love it.
I love it.
What's your favorite?
Do you have a favorite red wine, or are you just kind of like,
I'll take whatever red wine's out?
I'm Greek, so I'm kind of going with, if I find some good Greek wines,
if I find some good Greek wines,
they're slowly coming, the red ones.
they're slowly coming the red ones.
but usually,
repostos,
or tempera Nios are,
are what I'm going for.
I love it,
man.
I love it.
I love it.
I think,
you know,
well,
don't worry guys.
We're not going to sit here and go back and forth and exchange fancy wine
conversation words,
you know?
Yes. Yes. I too like the, wine conversation words, you know? Yes,
yes,
I too like the,
the,
the Cabernet,
something all with the,
with the little bit of the cherry finish and on the wood.
you know,
which,
which is what I imagine,
Kaito's accent to be when he's extremely drunk,
taste testing his red wine that he grew in the backyard of his apartment um you know so shout out
to our boy kaido down there uh not the product the person there's two different people there's
a lot of kaidos in web3 inherently uh i haven't known a kaido since before web3 and now all of
a sudden i know like five uh but look enough about enough about that enough about that let's get into it uh kind
of i want to kind of set the scene a little bit more so we're more so set the table right we're
all sitting me you know us in the panel we're all sitting at a kitchen table we just sat down
the forks and knives everyone got their glasses of water they got their drinks at them at the
table that's why i asked what you're drinking so we can all visualize where everyone's drinking um you know we got we got battern with uh five bottles behind
him empty and he's got another bottle on the table you know so he's doing fantastic work but um
more so just kind of looking at how we got to this this, right? Has advertising lost its effectiveness?
And kind of give us an idea with the opening question here.
Traditional advertising used to dominate, right?
And I'm thinking like early 2000s, maybe even up to 2010, right?
Mid-90s to around that era as well.
Sorry.
When I said mid-90s, I'm speaking
as to 1995, not
1950s. I forget that
no one can make that distinction
anymore because we're so far deep into
the 2000s because I'm
fucking off. But look,
we also
saw traditional advertising get reworked
to some capacity as well.
Ryan Reynolds is a fantastic
example.
Bastardizing, whatever, I'm probably saying it wrong,
but a faster form of
advertising and caching the trend,
basically
creating a meta.
So much, so to speak.
But it still stands
that a lot of that is still on social media.
A lot of that is through social media.
That's where more people see it, right?
As opposed to,
we don't really want to,
most of us don't have cable anymore, right?
Some of us was born into the world
without having ever known what cable is uh and by
some of us i mean most of you guys right born in a run-on sentence uh after 2000 um so you have to
say you're born in 2000 and congrats you're born in a run-on sentence uh but but more importantly
again we we we are now in the age of streaming services, subscription fees, everything,
which is crazy because subscription fees
are reaching to a point where, you know,
it's, hey, you want,
before it was $10 a month, no ads.
Cool, easy.
And then as social media got more effective,
so did the streaming services, right?
People realized that everyone was flocking
to the streaming services and avoiding cable
from the ads, right? So the ads were running to a dead audience and all that good
stuff. And now we have subscription fees increasing
and if you still want no ads, you have to then pay more, right?
As per the usual. And the same thing goes for
the social media as well, right? Just differently.
Creators might take paid deals or pay sponsorships
in some capacity. And so here's the opening question that I have for you guys.
We have traditional advertising that once dominated the attention, talking billboards,
cable TV, print, newspaper,
all that, right? Do we think it still holds
truly, in your opinion, do Do we think it still holds, truly, in your opinion,
do you guys think it still holds any power
in the digital economy that we have today?
I'd love to throw it around, starting with Paula.
I'd love to throw it over to you first.
And then for anyone on the panel, just shoot your hand up
and I'll take it over to you.
Last time I answered a question, X rubbed so bad. So I'm a little bit scared that
happens again. But okay, here we go. Okay. So I mean, of course, traditional advertising still
exists and matters, but it's definitely not as powerful as it used to be in my opinion or at least I feel like
it doesn't have the same impact nowadays like we get to a point where most people just avoid
commercials and ads and all that and well at least I don't watch tv anymore i hate commercials so bad so i prefer to watch you know shows on platforms like
um like hbo max or disney plus and all that and well to be honest i'm not 100 sure how it works
in the u.s but at least in costa rica only like older people watch tv now because they actually
i mean of course they enjoy um or well they don't mind
wasting time on commercials or they just you know like i said they just enjoy commercials
but um i think that's kind of related to our generation as well and that's very sad like
well we don't get um we don't get to read that often now.
And even if we do as a hobby, we spend most of our time on our phones.
And if we get an ad, we just simply skip it.
And I don't remember when was the last time I read the newspaper, for example.
I mean, that wasn't even a thing for my generation.
But since my parents were used to that, I was too.
But the thing is, that's not really how people interact with content anymore.
My generation definitely lost that habit and it will eventually
disappear completely like like I said we're scrolling through you know social media or
watching YouTube and basically you know interacting with a lot of different digital spaces now and
different platforms so you know I would say that the old school
ads just don't have the same impact anymore and even online people are starting to ignore ads
more and more and that's why platforms really really need to know, rethink like a new way or a new approach with advertising.
And whether we like it or not, advertising is needed.
But we must find a way to deliver it without being intrusive.
And I think that's exactly, of course, that's exactly what Brave is doing.
Of course, that's exactly what Brave is doing.
And, you know, I mean, you already know this, but if you don't, Brave doesn't just throw ads at you, you know, hoping you'll click.
You have control over those ads and the content you want to see in the browser.
And if you want to see ads, you can.
But in return, you get rewarded with that for your attention.
So that's the idea.
And this is actually really important to consider.
Because most of the time we just complain, but we don't do anything about it.
But with Brave, you totally can do something about it.
So, yeah, I think traditional ads are, well, they had their moment, but people definitely want more transparency, especially in Web3.
But also we want to know that our attention is important.
It's not like, you know, that ads are going to disappear right away but i feel like they're definitely getting
transformed very soon well now we're seeing that now but yeah that's my take
would you say and this is this is again i'm not i'm not changing the conversation of question
more of a follow-up question here would you say then is more that traditional advertising is just getting redefined is or is in is in the process of getting redefined
because it's obviously a very different world than what it was 15 20 even even just uh 10 years ago
right um so would you say maybe it's more accurate to say
that it's more so getting redefined?
Yeah, I could say that.
Yeah, it's definitely getting redefined.
Like I said, with, for example, platforms like Brave
and the attention, the reward system and all that.
But yeah, it's definitely getting redefined.
Okay.
Well, let's all read the...
No, I'm just kidding.
I was trying to think of a joke at the same time,
and it just wasn't going to work.
I'm just not going to force it.
Damn.
Old age is making me lose my edge on dad jokes.
Taking a loss here, guys.
Taking a loss here. But no,
real quick,
Matricia, Noom, just want to check in with you
guys. If you have anything you have to add,
you don't have to. But Noom, I see you
with your hand up. What do you got?
Yeah, hey.
I mostly agree with Paula.
I think there are specific
contexts where
traditional media still works or ads, you know, like, I don't know, the Super Bowl, where you kind of know, oh, there's the ad on TV and you know it's coming and you focus on it.
in like hyper local situations.
I remember we organized a small jazz festival
in a small town.
And, you know, we just kind of branded
the whole little town with posters.
Obviously hard to measure what the conversions were.
We also ran digital and had some media attention.
But I think those are the situations
where it still
can have
an impact, but I don't think
it's nowhere near
in the 80s and 90s.
Sorry, the mute button was
fine with me. Yeah, no, it's a good point.
I think, you know,
I don't know.
It's conflicting because, and this is something that Eddie was saying earlier.
He was saying in the chat, he's saying we only get the internet because of advertising.
So this topic can be taken in so many different directions.
And I agree.
I think there's a lot of ways to get it.
And there's a lot of ways that, you know, there's a reason why social media is
popular, right? There's a reason why Facebook
is one of the best
in ad revenue. There's a reason why Google's
ad revenue does really well at the same time,
right? And now
we're getting to a point where
the ad
SEO is so
effective
that if I talk
about anything while
we're on this base,
and this is probably a privacy
issue, but you know,
if I say, hey, I'm looking for a sauna, guys,
but I can't seem to get a good deal,
guess what's
going to happen?
I'm going to end up finding a sauna at a great
fucking deal.
I mean, that's subjective obviously right but but it's it's always you know it's it's always a little funny how
how quickly it's adjusted in in the last you know again you know i know we're talking about like 30
years ago but even just in the last 10 years, it's changed drastically.
I'm not looking for a sauna, so please do the ad SEO that's listening to me probably.
I'm just going to need you to remove that, fam.
I already have a sauna in my garage.
I'm happy with it.
I don't plan on removing it and getting a new one, please.
Actually, I'm going to bring Eddie up here.
I'm going to bring Eddie up here.
He's a good dude.
But Eddie, welcome to the panel, my man.
How are you doing?
First time speaker on the show.
I'm listening to this advertising conversation.
And like Sansa said, this could be taken in so many directions.
But the one you just brought up, Sansa, the data analytics, that one was really prevalent after the 2016 election. And it makes me think, well, you know, internet exists because of this advertising, but with every presidential campaign, advertising switches.
campaign advertising switches and I wonder if anyone really noticed that it's like FDR was like
on his fireside radio chats right when he was getting elected and it's like after that you
know radio is just you know goes crazy um Eisenhower was like the first to like leverage tv
um speeches and after that you know advertising on on TV and stuff like that became just crazy.
Obama, fast forward to 2008, used social media campaign.
And social media advertising became like the new big thing.
Boom.
And then Donald Trump in 2016 with Cambria Data Analytics.
After that, data, you know, finding the data, selling the data.
It was like gold to these advertisers.
And then you come to now with the most recent election.
Donald Trump leveraged a lot of independent journalists, Tucker Carlson, Joe Rogan.
You know, the list goes on and just random Theo Vaughn, just like random people in the atmosphere that do podcasts and independent journalism.
And so after that, I'm feeling this next wave of advertising.
A lot of that advertising is going to go into the hands of independent artists and stuff.
And it's like I've been a user of Brave for years, for five years, it's been my default browser.
And I would have never seen this space if Sansa wasn't in here.
And Sansa's like, he's a credible, authentic person in this space, so I was able to find
this space, but the new wave is finding, is putting your product next to the independent
creators now.
And I was just wondering, like, it's just, it's kind of a constant repeat and we'll probably
have some differences in the future, but I don't think it's kind of a constant repeat and we'll probably have some differences in the future but um i don't
think it's a coincidence it's kind of weird how advertising follows the wave of however the most
popular campaign went so yeah dude exactly well said and thank you man i appreciate you and i i
think you know i want to kind of take it to the next question as well. When we look at,
and this is something that we're kind of tiptoeing around,
but we're also discussing it.
So I think this is just more so of like officially getting into the more official question of it all.
How do we see newer channels like social media,
like Eddie,
Eddie touching on it as well,
like social media,
influencer marketing,
user generated content campaigns how in again in your
opinion how do you see that compared to the traditional ad methods in terms of impact and the
roi idea of it all i get i think i've been reached out to by shows that want me to fly to Hollywood and comment on stuff.
And I was just like, I don't know how I feel about that.
And they're like, well, you have to pay your own way.
I'm like, well, I can't afford that.
But it was an interesting thought or an interesting conversation that had happened in that way.
uh thought or an interesting like conversation that had happened in that way right because
you have these people looking and and seeking out for people that have built that authentic brand
and it kind of pushed them into that influencer marketing um matricia i see you with your hand
i'm gonna throw it over you and then gee i'm gonna come to you right after if that's all right
matricia what do you got yeah i just wanted to say like, I think, you know, the whole advertising space as a whole is kind of going through this, this transformation, as content,
kind of was driven more towards short form, like the advertising space had like this little lag
period before it started catching up. And now currently, I think we're like evolving into the
next wave, where you know, we're going to start seeing like entire budgets from the top to bottom being redefined.
Like if you look at some of the most successful campaigns on the Internet right now, like they're completely different than like the ones that were originally ran, like in the early 2000s.
And I think like if you're really in the advertising space and like you've run a lot of paid traffic, you'll kind of have realized that like,
you know, just from maybe even 10 years ago,
Facebook ads have gotten so much better, right?
And then on top of Facebook ads,
it's like they're pushing toward like this whole clipping meadow
to where it's like you can even partner with brands
and then have the brands talk about,
or like, you know, these key figures
talk about your product,
clip that and post it to a bunch
of different platforms at scale
for like
a much cheaper rate than you'd even pay like you know in a traditional funnel so i think that
honestly like in the advertising space it's kind of getting thrown upside down and like we're seeing
not just from a not just from a perspective of hey how do we advertise but like the people that
are managing the campaigns themselves are like an entire new generation of,
of like kind of builders per se,
like companies are no longer kind of going toward the traditional route,
which has worked up until now.
They're kind of focusing on these newer methods,
hiring newer marketing teams.
And I think that that trend is only going to keep happening at scale.
That's a really good point.
You know, I think it's,
it just feels like it's constant.
It almost feels like it's,
it's adjusted.
I don't want to say adjusting.
It almost feels like it's transforming just as fast as web three is like
changing narratives.
You know what I mean?
And there's this ongoing dynamic that just keeps
going and happening. And we're, we witness it as a sort of a lagging indicator. Uh, but
just to go deeper, like, you know, think about it a couple of years ago, your only real form
of advertisement was like to post something on Google to try to like pay to get to the top search result or run a TV ad, right? And then your metrics you got as an advertiser were absolutely trash.
You know, you wouldn't really know like, okay, how did I convert? How many people did I bring
in? You could see the total you spent and the total you made, but there was no real attribution
to it. Whereas now pretty much anyone, you could go spin up a type form. You could literally start running Facebook ads to a form that leads to a stripe.
And you could actually see exactly how much it costs to bring a new customer through your
funnel top to bottom.
And then you could even get data that helps you scale it out.
And then if you look, you know, platforms like Hyros and Facebook ad scaling platform
got acquired for $110 million.
There's people building things even
better than Hyros to essentially help people target users better on Facebook, meta, TikTok,
etc. So I think we're kind of moving toward this world where, you know, the traditional methods are
just dying out because there's no real data you could get on who your community is. You're kind
of just paying this lump sum fee and you're kind of getting mixed results.
Whereas like with the newer methods, you can kind of boil things down.
And like, if you even look at like the new, more cutting edge stuff,
like WAP clips or like clipping groups and seeing how much streamers pay their clippers,
like you could really see that there's a stronger return
and like more data on who's in your community and who's buying your product it is interesting that you need all that data and at the same time and the same beat on the
consumer side we're like we need to protect our data you know where we need to protect our privacy while also openly acknowledging that we are happy to be
speaking to the atmosphere of our uh beautiful ad seo to cater what we need exactly so we don't have
to go on google and look for and do our own research because they're in research in this
economy forget about yeah I actually really like what
brave's doing to be honest with like allowing users to control their data because just as much
as like you know it's your data like the seo and the ad platforms like will serve you stuff that
you generally would want like for the most part you're gonna get some decent things that are
within like what you'd actually want as a consumer and like being able to get rewarded for sharing your data to get
things you want I think is a really cool ecosystem and it hasn't really happened in the past
yeah I agree I when I hear people talk about like privacy on data and stuff I really think about
what about monetizing your data like a lot of people are thinking about like oh well let me keep this
information you know secret but it's like well what if you could like profit
off of all the searches that you did on your computer like what if you could
profit off all you the cookies that you collected around the internet and
somehow when your data gets pulled by Amazon and Google and big tech,
you get a little piece of the sliver of what that advertising was
because your data was involved.
So, I mean, that's where I feel like crypto and browsing, like,
kind of lead to for advertising because it's like you have to change it up
and incentivize people to, like, use some of these products now on the Internet.
So, yeah yeah it's
it's a big window and i think what x is doing is awesome too right because it's like
they were all creating and they're able to send you a check every two weeks
gives incentivizes you to stay on the platform and create and advertisers want to see more active
users and then it's just a flywheel um for the product yeah like abilities so and that is that is why
this is the future brave use it protect your data protect your privacy okay thank you
um i like to do that when we you know when we get when we get into a little bit of advertising you
know uh pattern pattern sends me a check every time i use it so but it but it but i i just sent
you some back to your wallet there's no need for a checkmate which is web free that's right that's
right sorry i'm so stuck in this paycheck you know payable uh you know mindset because of this uh silly thing called uh credit applications
they're like show us your pay stub from the last three months i'm just like pay stubs you want me
to use paper to prove i can i just send you a screenshot like i could just send it right now uh so anyway uh you know it's it's crazy world it's
crazy world uh we're all in 2025 but uh credit cards are still stuck in 1960 uh but batter i'm
glad you're here i'm glad you got back up here you know because i do want to throw a question
your way and get and get some thoughts here you know do you do you think that
do you think that consumers are just kind of tuning out a little bit or do you think that consumers are just kind of tuning out a little bit?
Or do you think that brands have more so failed to, I don't know if Escalate maybe, have failed to evolve their approach fast enough to sort of keep up with the um with the constantly changing or dynamic attention spans
I think it's kind of a mixture of the two like people say that in the modern times people don't
have like long attention spans but like I don't know I've watched like 20 sailing videos in a
row when it's something you're interested in you just naturally following it so but I think the advertisers like I think like you've got like the old school like
like the megaliths like cola and pepsi and that they don't really need to do like the new kind
of advertising they just stick with what they've done, which is dominating the main mindshare of everyone.
I think that the really interesting advertising nowadays is done by really small producers directly to people.
The one that got me recently is there's someone who's advertising on TikTok.
There's this desk that pulls out a laptop bag and you pull it out and it's like free monitors there's no way this is real i've ordered it we'll see if it is there's no way there's no way you can get free monitors for 60 i don't believe it but either they've rugged me
hard or it's genius marketing we'll see but i think like even some of the big brands are like
branching out onto some of the more
newer stuff like we've actually got like Ubisoft at like uh you was a advertising on Brave for a
game now which I think is really fucking cool like yeah it's they've got like a big crypto
thing going on but yeah it's some people are adapting that's that's that's that's an that's that's an underrated statement
I think
it is funny though
and this is kind of
tapping on the line of
people
thinking that it was a good idea
to pitch the line
you can be your own bank
you're in complete control
of your money
all that good stuff yet your own bank. You're in complete control of your money.
All that good stuff.
Yeah, I'm willing to bet
for most people that have actually said
that to someone, like Ashley said it,
not LART that they said it,
but Ashley said it, that the
response they got back was more usually
than not,
is it insured?
If the money gets lost, do I still get it back?
Am I insured up to 250K?
And, you know, are they offering?
What are they offering?
Are they offering the same thing?
And you're like, no, no, no.
Look, look, look.
You can get the money anytime, any day.
And it's just kind of like, I can wait a few days, you know?
And we're all sitting here like,
I need my money and I need it now.
Like JG Wentworth, right?
I'm not even going to sing the...
Not only is it not insured,
it's going straight to zero.
By the way,
if you're off by one letter of the address
that you're sending it to is lost forever
and you have no hope of getting it back and you still owe the money of the address that you're sending it to is lost forever and you have no hope of getting it
back and you still owe the money
to the address that you didn't
send it to. So good luck.
Although
one could argue, wait, hold on.
We've used this argument before.
It's
Zelle. If anyone's
familiar with Zelle, it's
like Venmo, right?
But it functions very much so
like sending crypto from one wallet to another.
If you send your money from Zelle to another person,
you can't get that back.
And they warn you every single time you send it.
When you're sending it, make sure it is the right number.
Make sure this is the right person.
Make sure you use your fucking eyeballs.
Is basically what they're saying to the person that is about to use Zelle.
is about to use Zelle.
And I can't help but think.
And I can't help but think
how big,
how many people
does
Zelle actually
have? How many people do
use Zelle?
million consumers
in small business accounts.
That's a pretty
good, accurate idea of how many people
could be boarded onto crypto. Very similar
things. The only difference is they're not typing phone numbers. They're typing
and copying and pasting wallet addresses, right? Betty, don't put your hand down. Put it back up.
Put it back up. I'm going to go over you in a second.
I saw it. I'm not letting you put it down. I'm not letting you give up, man.
But just more so on the idea of that, it's interesting to me
how many people think
this is the obvious selling point.
Do we think that people actually care to protect their privacy
in that same capacity?
Are people willing to go the extra hurdles?
Right?
Are people willing to go that extra step to be like, you know what?
I'm going to go use a browser like Brave that will then allow me, yes, I'll have to probably enter all my passwords again.
I'll probably have to do all that.
But even then, they do have a syncing feature, I think, if I'm not mistaken.
And you can sync it up anyway.
So you might have to correct some things, but most things probably can be pretty easily transferable.
But Eddie, what do you got?
You got your hand up.
Okay, so for, I mean, just to go back to this great question, which is advertising losses effectiveness.
I think the most effective advertising is
the content creator but there's a caveat to that is that it's actually accidental content
creation and one of the main examples is I'd point to like that Saratoga thing. Saratoga
didn't even influence this guy to like use it or anything. He just created some content
and went viral and people went to go buy bananas in
Saratoga you know what I'm saying um and then and then if we even go back further if you've been in
the space you've probably seen so many but here's just here's my exhibit a and exhibit b of the
situation and exhibit b is um is is is that girl who like she was her car wasn't on fire or
something and then when she went in there like the ice was still in the Stanley Cup.
And then everybody ran to the stores to go buy Stanley Cups.
And it was like, it was awesome that they capitalized on it
because they came through and like got her a new car or something like that.
I don't remember.
But they somehow acknowledged her, right?
So even though it was accidental curated content,
the advertisement was just insane and
so i would stand by that like user generated content is like the most effective advertising
and you'll see it now even in the advertisements that i'm seeing they're not like professionally
done they're still there's some ai ones but like i think the most effective ones look like someone's
holding a phone up to their face and talking into the camera
and you know giving you their personal take on the product so um yeah that's just just some extra
stuff right there is like if you're creating content you might as well connect your stuff
over to something like um like the the basic attention token because um yeah i i just open up
a gemini wallet or maybe it's my
uphold wallet i just open it up and i'll see some some of that in there and i'm like oh that means
somebody was just watching my content on youtube and they were using this browser at the same time
and it's like it's small right now but you know you can you can kind of feel how um generating
your own content will at some point you'll be able to leverage it and monetize this data.
So I would say monetize
over privatize.
Sorry, me, Bun was like, no,
fuck you. I'm not letting you come off mute. And then I have to
press it two more times. Like, okay, fine, you win.
But no, look,
I actually, you know,
I want to take this over because, Eddie, you said it well.
And I kind of want to take this to the next question here.
Looking forward, what do we think is going to be the most effective path for either brands and or creators, right?
Trying to connect in an increasingly crowded and extremely skeptical attention economy, right economy when it comes to this.
Let's not forget, there's something else that we're not thinking of right now.
AI videos are only getting better
to the point where you almost can't tell
whether it's AI or not unless you fucking
study it or you're just aware of it going into it or the video says that it's AI.
While it may be the best era, the social media era, the best era for streamlined information, it is also the worst error for information
because misinformation
has never had such an effective channel
to be spread throughout.
And AI just made it way easier.
Can you imagine
the prompts to the conspiracy theorists?
I mean, come on.
Don't get me started.
Don't make me spell this out for you guys.
It's just
aliens drinking beer
in a 1960
digital format.
And then it just spits out this, you know,
and it's like, oh my god, aliens
were drinking beers with the FBI in
Area 51 in
1967 in Rosewell,
New Mexico! Oh my god!
You know, and you have to be like grandpa it's not real
um i don't know how to tell you this it's just ai it's not it's not real it's completely fake
well that's what you think you woke little you know and it just doesn't stop it just doesn't
stop um so yeah anyway i'm gonna i'm gonna stop my self-ranting back and forth here. I'll repeat the question because I went way too long on a rant there.
Looking forward, what do we think is going to be the most effective path for brands trying to connect?
And when I say brands, that includes creators too and small accounts.
Trying to connect in an increasingly crowded and, again, very skeptical attention economy.
Matricia, let's throw it over to you and then paula
i'm coming for you right after yeah i thanks for uh following on me i think it's going to be
brands taking their their either first customers they're the people that enjoy their product their
first users if you're a creator like you know you're your first fans and turning them into
your marketing engine you know ugC has been dominant the past couple
years. Even though there's AI content, I think it's only going to allow UGC creators to be more
powerful, right? This is now tools that your people in your community can use to make content
about what you want. And rather than taking an ad budget and saying, hmm, I'm going to run this ad,
spend $1,000 a day, see what I convert at the end of the month and, you know, optimize from there,
you could take that $1,000 a day and say, hey, you guys are my early users on the product.
If you get this many views and you're real, I'm going to pay you this much money.
Or if you make this many posts and hit this KPI, I'm going to pay you this.
And now you turn people that actually use your product, people that are actually fans
of you, people that actually shop your brand into your marketing engine.
And for the person
seeing their content, they're gonna be like, wow, this person's actually genuine. It's not some paid
actor sitting in front of a thing saying like, I'm going to create some done for you business by my
course, etc. You know, it's someone that actually uses your brand, creating the content for you,
and then you rewarding them. So I think like, you know, the next iteration is going to be people
taking their marketing budgets and
putting it into their actual users,
their actual fans,
people like within their community and paying them versus all these third
parties that essentially just like eating your budget away,
taking cuts at every angle.
Yeah.
I mean,
I only charge a hundred K,
you know,
for,
for, for an Instagram reel, you know, uh, authentic, I mean, I only charge 100K for an Instagram reel.
Authentic, of course, totally not AI.
I mean, look at this face.
You can't AI this.
Let's be real.
I mean, there's only so much different faces AI can make that's real.
It's probably the only thing I got going for me, my Italian
face. But no, I agree. I think
it's going to end up dominating.
I really do. But
I've been told I'm talking too much
by someone named Kaido.
The Italian Kaido
who's probably eating
beans pizza. But Paula,
let's take it over to you. Get your thoughts.
What are you thinking?
I feel like this might be very simple because I already said it but um I feel like the best way now is just being real with the people being real with you know our users our
community because you know as a brand we should be respectful with people's time and attention.
You know, nobody wants to be, I don't remember if this is a real word, but bombarded?
Bombarded.
Oh, my accent, sorry.
But you know, nobody wants to get ads every second, you know, all the time, especially since we didn't ask for it and you know again
that's why you should definitely try brave if you haven't already you know you choose to see ads
and you can actually get rewarded for your attention you know it just feels more
more fair And people actually
Really appreciate that
Well done
Brave
Elect them for president
2028 let's go
Paula
To be the first lady shout out Paula
Wow that's incredible work
Incredible work that'll be
ten thousand dollars please uh but look look um hey hey hey these are cheap these these ads are
worth at least a quarter of a million dollars on the secondary market and i'm right here selling
it to you guys for an easy five digit ten thousand dollars that's it. No AI. Bully, blood, sweat, and tears.
No, but in all seriousness,
go use Brave, please.
Make me look better. Thank you.
Otherwise, Kaido will get me
fired.
But I want to keep checking in. I think we got
Baturn. I saw Baturn waving
at me. He's waving at me behind the scenes.
I know he's so eager to answer
this. So, Baturn, I want to throw the question over to you. What do you think is going to be the most effective path here? waving at me he's waving at me behind the scenes i know he's so eager to answer this so batter i
want to add a question over to you what what do you what do you think it's going to be the most
effective path here i think the most effective way to advertise to people is to get their
attention long enough to get them to try your product and if it's a good product they'll stick
with it or or purchase it you know you know like as soon as someone tries
to go ahead you but I was gonna say as soon as someone tries brave they you
know it just makes your life so much better not getting advertised to yeah
yeah I just wanted to add one thing like We have talked much about the user's privacy inside of things,
but we have yet to talk about the business side of things.
Brave does not only operate B2C, but also operates B2B.
And one issue that we did notice with companies like Facebook and Google
when it came to advertisement was the lack of transparency that they had towards the data that was provided for the efficiency and return of their investments.
This is something that we realized as a matter of fact our CEO and founder the brilliant Brendan
Ike realized at an early stage was that this was a clear issue not only was the customers being
exploited out of their privacy but at the same
time these companies that were paying top dollar were not getting their return of investment or the
transparency on their investments so this was a clear issue that was very clearly addressed on our
white paper of attention token so this is in my, the best way to go with advertisement is having a transparent method and methodology that keeps the users privaced and just does provide the users, sorry, the business return of investment upon their money that is invested.
This last part was a little bit shaky, and I do apologize on that. But the main thing is if you are curious
on seeing what the alternative is,
do go read our white paper.
It's available and very easy to find on any search engine.
God forbid if you even use Google,
you can very easily find it
by just searching attention token white paper.
And it's a very easy digest read.
It takes around 40 minutes
and it does answer all these questions and even more.
So it's a really good read
that I would advise anyone here in these spaces
that has more interest to explore upon
the matter to go do so.
I like
how we're all saying thank you.
It's so polite
you guys.
I mean, can you imagine if every
ad ended like that?
And we know that you
Are the future of us
Thank you
You know almost like in a little bit
Of a seductive voice
Wait what direction am I going with this
I have no I just started talking
And I didn't stop myself so now we're here
My bad
My bad
What do you got He's so right about the like when i do get
advertised though it's so good it's so good to have advertisements that i want to see when i'm
on youtube and like hymns pops up and i'm like i do not want to see this commercial what the heck
i've never thought about ordering that product but when i'm on brave it's always like websites
that i visited and like places that i'm probably interested in seeing an advertisement from,
to be honest.
So that is one of the benefits of Brave.
Well said.
Well said.
And on that note, on that very same note,
I want to thank everyone for taking their time to be here today.
When we started the space, it was nice and bright in my office and then clouds
took over and now i'm sitting here in a dark room and i and my wife came down right now she'd be
really confused uh because i just look like i'm having a menacing conversation right now
it's actually really fun but with that being said i want to take it over for closing remarks
i'm gonna go ahead and take it over to Paula.
Any closing remarks?
Any thoughts you want to throw out?
Thank you for tolerating me as your host, as per the usual.
Paula, I'm going to throw it over to you, and then I'm going to go ahead and play us out.
Yeah, so thank you so much, everyone, for joining our space today.
Thank you for, you know know for listening and paying attention which
is very very important like we talked about and i just wanted to say that yesterday we just um
well not launched but yeah yeah kind of launched our um update our may may update for the partnership, I mean, partner program, Brave Reward 3.0 partner program.
And we have five new partners, including Ubisoft, Novacast, Barry, and Moonwalk and others.
So please go check it out.
And it's on our website and i mean our blog and and yeah i
don't know if my team wants to to say more about that
okay i'm just super excited about ubisoft to be honest because it's got like uh we've got like
this game called like captain laser head or something and it's like a top down shooter, but it's got like the brave lion is going
to be in it, which is really cool.
Like I first met the team like when meme con last year, it's like a like a photo booth
and they like take a photo and then they analyze it, they turn you into the NFT and that's
the characters.
But yeah, I won't be using that one.
I'll just be using my lion.
hey 2028 election cycle please submit your votes for the independent party shout out to brave we
are here to protect your privacy i don't know why i did the whisper at the end i think it just felt
right and so we just went with it um well i'll give you guys
a discount 7 500 we'll we'll take it down i'll send you the invoice i know jenny's saying she's
got it no matter what the amount was so i was i was pretty generous with the discount no but in
all seriousness guys i hope you guys enjoyed this discussion we had a great discussion today
um eddie thank you for coming up on the panel too as well I appreciate y'all We'll see you guys next week
I won't be here I'm going to be in San Diego
Enjoying my first child free vacation
With my wife so you guys will have
Another host who is
And most likely will be far better than me
And probably way better sounding
Most likely British if we're being honest
But I don't want to spoil the surprise
We'll see you guys next week 1pm p.m. ESC. Much love.
Let's play it out.
Not from this planet. I say doing the math, okay? Took it to places they never could make it, I'm forming a path, okay? Mm, not going back, okay?
Mm, not going back, let's go.
Not from this planet, pull up an alien rocket ship.
They try to study the way I've been doing it, they gon' need paleontology.
Feel like I'm one of the greats, money, I'm making a lot of it.
I did a billion strings in the pen and I swear that they barely acknowledge it.
Okay, that means that I gotta go harder, I'm flippin' the switch
Battery charging, I'm ready to flip
Feel like I'm Arthur, I'm ballin' my fist
Give me the corner, but callin' it quits
Bigger money, bigger problems, really steady
I don't ever worry, cause the stress don't get to me
Live and direct from the mind to my destiny
Diamonds are pressed without driving intensity
