Just Browsing: Shaping Consumer Intent with Media Opportunities on Open Web Privacy Browsers

The gateway to the open web — the internet itself, arguably — is the browser. Browsers are where search and discovery begin. In fact, half of Google’s search engine results page (SERP) traffic in the US originates from browser search boxes.

Today, consumers have a wealth of browser options at their disposal. A number of factors are contributing to this surge in web browsers but one of the most prominent is concerns around user privacy. Despite the inherent friction between user privacy and advertising, privacy browsers are actually a key open web media channel advertisers can leverage to boost their share of voice and shape consumer intent toward their brand and products.

What Are Privacy Browsers and Why Do They Matter

Privacy browsers are web browsers designed to protect a user’s data. They’re an attractive option for consumers who don’t want their browsing history, cookies, form details, or other cached data tracked and stored.

Many of the most popular web browsers, including Chrome, Firefox, and Safari, offer incognito or privacy modes that users can switch on so they can browse the internet more privately. Alternative browsers like DuckDuckGo and Vivaldi offer more enhanced privacy features, including anonymizing a user’s traffic or blocking user tracking altogether.

The rise of privacy browsers is part of a broader shift toward a more open and decentralized web. Consumers are becoming more mindful of how their data is used, and they are increasingly seeking out browsers that prioritize their privacy. This shift has created both a challenge and opportunity for search advertisers, as these privacy-focused users represent a highly valuable, yet difficult-to-reach consumer base.

Why adMarketplace Partners with Privacy Browsers

Privacy browsers are no longer niche players. Recent regulatory changes, such as the EU’s Digital Markets Act (DMA), have driven significant growth in the adoption of these alternative browsers. And as an open web media channel, privacy browsers have substantial international reach and tend to drive an impressive average order value for advertisers. Let’s take a closer look at two of our biggest publisher partners in this space: Firefox and Opera.

Firefox

Firefox boasts a user base of more than 178 million global users. Since the DMA went into effect, Mozilla reports a 50% increase in Germany and a 30% increase in France of users choosing Firefox as their default browser—two of the European countries with the highest digital presence in terms of device numbers. Firefox’s user base skews toward an older, male-driven demographic with higher spending power that prefers desktop while also reaching a younger set of tech-focused users on their mobile app. 

Over 20% of these users have “Enhanced Tracking Protection” enabled, meaning their third-party cookies are completely blocked. This makes them notoriously difficult to reach with traditional search advertising tactics. However, this also means that the value of media that breaks through to these consumers is increased, as these users are typically exposed to far fewer marketing messages. That’s why we’ve expanded our partnership with Firefox to innovate around sponsored tile ads and the browser’s new tab experience.

Opera

Opera has reported substantial gains in market share over the past year. Across Europe, the browser saw a 63% growth in monthly new users on iOS ahead of the DMA enforcement. In the following month, Opera reported 39% growth, reinforcing that upward trend. Opera offers three distinct browsers tailored to different user bases:

1. Opera GX = Gen Z gaming enthusiasts
2. Opera Legacy = Males over 50
3. Opera Mobile = Younger, European-based mobile users

All of Opera’s browser offerings provide an innovative experience aimed at user retention and performance reliability, along with privacy compliance. By catering to specific users with various browser options, Opera affords advertisers a unique opportunity to engage a wide range of consumers with more targeted, effective campaigns optimized for consumer interaction.

How Brands Can Engage High-Intent Consumers on Privacy Browsers

One of the primary reasons advertisers should diversify their media budgets to include privacy browsers is the ability to engage with consumers expressing open intent who have yet to begin their search journey. 

adMarketplace’s AMP Find and AMP Suggest placements are specifically designed to capitalize on open intent by delivering ads as soon as a user opens their preferred privacy browser as a means of shaping that consumer’s intent toward your brand or products. By driving traffic directly to your brand website, these ad placements on privacy browsers effectively capture upper funnel interest and push consumers into the consideration phase while increasing your brand’s share of voice.

Privacy browsers offer an uncluttered environment, free from the overwhelming barrage of ads that often characterize the SERP. This means that ads placed on privacy browsers are more likely to stand out and resonate with users, resulting in higher conversion rates and stronger campaign performance. AMP Suggest placements in particular drive high conversion rates from consumer intent being expressed and recognized in real-time on privacy browsers.

In fact, data from our multi-touch attribution models shows that Firefox users typically have 18% fewer marketing touchpoints on their path to purchase compared to other browsers. This highlights the efficiency of reaching privacy-minded consumers at the right moment, with fewer distractions.

Advertisers also tend to see strong performance during promotional periods on this media channel. Our exclusive placements can lean into elevated consumer demand and leverage open intent to facilitate conversions. By tailoring media strategies to your promotional needs, adMarketplace’s unique media opportunities on privacy browsers can be customized with creative assets to optimize campaign efficiency and performance.

Why You Should Block Out Space in Your Media Budget for Privacy Browsers

In a crowded digital advertising landscape, gaining share of voice is crucial for brands looking to stand out. Privacy browsers offer a unique environment where brands can shape consumer intent and influence purchasing decisions. With fewer ads competing for attention, brands that advertise on privacy browsers have a better chance of making a lasting impression on consumers.

These browsers not only provide a way to reach high-intent consumers but also facilitate a more relevant search journey compared to the legacy SERP. For brands looking to diversify their search advertising strategies and drive better results, privacy browsers represent a valuable opportunity to increase share of voice, improve campaign efficiency, and shape consumer intent.

At adMarketplace, we are at the forefront of this shift, helping advertisers unlock performance at scale with unique media opportunities across the internet’s leading browsers. Reach out to us today to learn more about investing in search advertising on open web privacy browsers.