When a user opts-in to Brave Ads, the browser uses an on-device machine learning model to evaluate and rank topics of interest.

Brave downloads an ad catalog containing the entire list of ads available for the user's country, so as not to reveal to anyone else which ads the user is viewing. The user's data never leaves their machine, and no one, including Brave, is able to view that data.

Brave cuts out the middlemen, directly connecting brands with consumers. Users see the right ad at the right time, without compromising their privacy. This powerful ad matching allows Brave Ads to be effective while protecting user privacy at all times.