diff --git a/browser/brave_ads/ads_service_impl.cc b/browser/brave_ads/ads_service_impl.cc
index 2224f7d5a89e..9349dea3f217 100644
--- a/browser/brave_ads/ads_service_impl.cc
+++ b/browser/brave_ads/ads_service_impl.cc
@@ -682,13 +682,23 @@ void AdsServiceImpl::OnInitialize(const bool success) {
 
   StartCheckIdleStateTimer();
 
-  if (!deprecated_data_files_removed_) {
-    deprecated_data_files_removed_ = true;
-    file_task_runner_->PostTask(
-        FROM_HERE, base::BindOnce(&RemoveDeprecatedAdsDataFiles, base_path_));
+  if (!is_setup_on_first_initialize_done_) {
+    SetupOnFirstInitialize();
+    is_setup_on_first_initialize_done_ = true;
   }
 }
 
+void AdsServiceImpl::SetupOnFirstInitialize() {
+  DCHECK(!is_setup_on_first_initialize_done_);
+
+  PurgeOrphanedAdEventsForType(
+      ads::mojom::AdType::kNewTabPageAd,
+      base::BindOnce(&AdsServiceImpl::PrefetchNewTabPageAd, AsWeakPtr()));
+
+  file_task_runner_->PostTask(
+      FROM_HERE, base::BindOnce(&RemoveDeprecatedAdsDataFiles, base_path_));
+}
+
 void AdsServiceImpl::ShutdownBatAds() {
   if (!connected()) {
     return;
@@ -1106,6 +1116,23 @@ void AdsServiceImpl::OnOpenNewTabWithAd(const std::string& json) {
   OpenNewTabWithUrl(notification.target_url);
 }
 
+absl::optional<ads::NewTabPageAdInfo>
+AdsServiceImpl::GetPrefetchedNewTabPageAd() {
+  if (!connected()) {
+    return absl::nullopt;
+  }
+
+  absl::optional<ads::NewTabPageAdInfo> ad_info;
+  if (prefetched_new_tab_page_ad_info_) {
+    ad_info = prefetched_new_tab_page_ad_info_;
+    prefetched_new_tab_page_ad_info_.reset();
+  }
+
+  PrefetchNewTabPageAd();
+
+  return ad_info;
+}
+
 void AdsServiceImpl::OnNewTabPageAdEvent(
     const std::string& uuid,
     const std::string& creative_instance_id,
@@ -1152,12 +1179,13 @@ void AdsServiceImpl::OnInlineContentAdEvent(
 }
 
 void AdsServiceImpl::PurgeOrphanedAdEventsForType(
-    const ads::mojom::AdType ad_type) {
+    const ads::mojom::AdType ad_type,
+    base::OnceClosure callback) {
   if (!connected()) {
     return;
   }
 
-  bat_ads_->PurgeOrphanedAdEventsForType(ad_type);
+  bat_ads_->PurgeOrphanedAdEventsForType(ad_type, std::move(callback));
 }
 
 void AdsServiceImpl::RetryOpeningNewTabWithAd(const std::string& uuid) {
@@ -1211,6 +1239,28 @@ void AdsServiceImpl::RegisterResourceComponentsForLocale(
       locale);
 }
 
+void AdsServiceImpl::PrefetchNewTabPageAd() {
+  if (!connected()) {
+    prefetched_new_tab_page_ad_info_.reset();
+    return;
+  }
+
+  bat_ads_->GetNewTabPageAd(
+      base::BindOnce(&AdsServiceImpl::OnPrefetchNewTabPageAd, AsWeakPtr()));
+}
+
+void AdsServiceImpl::OnPrefetchNewTabPageAd(bool success,
+                                            const std::string& json) {
+  if (!success) {
+    prefetched_new_tab_page_ad_info_.reset();
+    return;
+  }
+
+  ads::NewTabPageAdInfo ad_info;
+  ad_info.FromJson(json);
+  prefetched_new_tab_page_ad_info_ = ad_info;
+}
+
 void AdsServiceImpl::OnURLRequestStarted(
     const GURL& final_url,
     const network::mojom::URLResponseHead& response_head) {
diff --git a/browser/brave_ads/ads_service_impl.h b/browser/brave_ads/ads_service_impl.h
index 4c7433c95f10..7f1a73375197 100644
--- a/browser/brave_ads/ads_service_impl.h
+++ b/browser/brave_ads/ads_service_impl.h
@@ -164,7 +164,10 @@ class AdsServiceImpl : public AdsService,
       const std::string& creative_instance_id,
       const ads::mojom::InlineContentAdEventType event_type) override;
 
-  void PurgeOrphanedAdEventsForType(const ads::mojom::AdType ad_type) override;
+  absl::optional<ads::NewTabPageAdInfo> GetPrefetchedNewTabPageAd() override;
+
+  void PurgeOrphanedAdEventsForType(const ads::mojom::AdType ad_type,
+                                    base::OnceClosure callback) override;
 
   void GetAdsHistory(const double from_timestamp,
                      const double to_timestamp,
@@ -208,6 +211,7 @@ class AdsServiceImpl : public AdsService,
   void OnCreate();
 
   void OnInitialize(const bool success);
+  void SetupOnFirstInitialize();
 
   void ShutdownBatAds();
   void OnShutdownBatAds(const bool success);
@@ -255,6 +259,10 @@ class AdsServiceImpl : public AdsService,
 
   void RegisterResourceComponentsForLocale(const std::string& locale);
 
+  void PrefetchNewTabPageAd();
+
+  void OnPrefetchNewTabPageAd(bool success, const std::string& json);
+
   void OnURLRequestStarted(
       const GURL& final_url,
       const network::mojom::URLResponseHead& response_head);
@@ -464,7 +472,7 @@ class AdsServiceImpl : public AdsService,
 
   bool is_initialized_ = false;
 
-  bool deprecated_data_files_removed_ = false;
+  bool is_setup_on_first_initialize_done_ = false;
 
   bool is_upgrading_from_pre_brave_ads_build_;
 
@@ -485,6 +493,8 @@ class AdsServiceImpl : public AdsService,
 
   std::unique_ptr<ads::Database> database_;
 
+  absl::optional<ads::NewTabPageAdInfo> prefetched_new_tab_page_ad_info_;
+
   ui::IdleState last_idle_state_;
   int last_idle_time_;
 
diff --git a/browser/notifications/BUILD.gn b/browser/notifications/BUILD.gn
index 7c5675cc7182..1b79c8ff6ec8 100644
--- a/browser/notifications/BUILD.gn
+++ b/browser/notifications/BUILD.gn
@@ -15,6 +15,7 @@ source_set("notifications") {
   deps = [
     "//base",
     "//brave/components/brave_adaptive_captcha/buildflags",
+    "//brave/vendor/bat-native-ads",
     "//chrome/browser/notifications",
     "//third_party/abseil-cpp:absl",
     "//url",
diff --git a/browser/ntp_background_images/android/ntp_background_images_bridge.cc b/browser/ntp_background_images/android/ntp_background_images_bridge.cc
index b52a64c212ba..2c0599ea7ffc 100644
--- a/browser/ntp_background_images/android/ntp_background_images_bridge.cc
+++ b/browser/ntp_background_images/android/ntp_background_images_bridge.cc
@@ -148,9 +148,6 @@ base::android::ScopedJavaLocalRef<jobject>
 NTPBackgroundImagesBridge::CreateBrandedWallpaper(base::Value* data) {
   JNIEnv* env = AttachCurrentThread();
 
-  const std::string wallpaper_id = base::GenerateGUID();
-  view_counter_service_->BrandedWallpaperWillBeDisplayed(wallpaper_id);
-
   auto* image_path =
       data->FindStringKey(ntp_background_images::kWallpaperImagePathKey);
   auto* logo_image_path =
@@ -171,6 +168,11 @@ NTPBackgroundImagesBridge::CreateBrandedWallpaper(base::Value* data) {
       data->FindBoolKey(ntp_background_images::kIsSponsoredKey).value_or(false);
   auto* creative_instance_id =
       data->FindStringKey(ntp_background_images::kCreativeInstanceIDKey);
+  const std::string* wallpaper_id =
+      data->FindStringKey(ntp_background_images::kWallpaperIDKey);
+
+  view_counter_service_->BrandedWallpaperWillBeDisplayed(wallpaper_id,
+                                                         creative_instance_id);
 
   return Java_NTPBackgroundImagesBridge_createBrandedWallpaper(
       env, ConvertUTF8ToJavaString(env, *image_path), focal_point_x,
@@ -180,7 +182,7 @@ NTPBackgroundImagesBridge::CreateBrandedWallpaper(base::Value* data) {
       ConvertUTF8ToJavaString(env, *theme_name), is_sponsored,
       ConvertUTF8ToJavaString(
           env, creative_instance_id ? *creative_instance_id : ""),
-      ConvertUTF8ToJavaString(env, wallpaper_id));
+      ConvertUTF8ToJavaString(env, wallpaper_id ? *wallpaper_id : ""));
 }
 
 void NTPBackgroundImagesBridge::GetTopSites(
diff --git a/browser/ui/webui/new_tab_page/brave_new_tab_message_handler.cc b/browser/ui/webui/new_tab_page/brave_new_tab_message_handler.cc
index a44250161985..e44ee2f09f7f 100644
--- a/browser/ui/webui/new_tab_page/brave_new_tab_message_handler.cc
+++ b/browser/ui/webui/new_tab_page/brave_new_tab_message_handler.cc
@@ -9,7 +9,6 @@
 #include <utility>
 
 #include "base/cxx17_backports.h"
-#include "base/guid.h"
 #include "base/json/json_writer.h"
 #include "base/memory/weak_ptr.h"
 #include "base/metrics/histogram_macros.h"
@@ -567,7 +566,7 @@ void BraveNewTabMessageHandler::HandleGetWallpaperData(
     return;
   }
 
-  auto data = service->GetCurrentWallpaperForDisplay();
+  base::Value data = service->GetCurrentWallpaperForDisplay();
 
   if (!data.is_dict()) {
     ResolveJavascriptCallback(args[0], std::move(wallpaper));
@@ -585,11 +584,14 @@ void BraveNewTabMessageHandler::HandleGetWallpaperData(
     return;
   }
 
+  const std::string* creative_instance_id =
+      data.FindStringKey(ntp_background_images::kCreativeInstanceIDKey);
+  const std::string* wallpaper_id =
+      data.FindStringKey(ntp_background_images::kWallpaperIDKey);
+  service->BrandedWallpaperWillBeDisplayed(wallpaper_id, creative_instance_id);
+
   constexpr char kBrandedWallpaperKey[] = "brandedWallpaper";
-  const std::string wallpaper_id = base::GenerateGUID();
-  data.SetStringKey(ntp_background_images::kWallpaperIDKey, wallpaper_id);
   wallpaper.SetKey(kBrandedWallpaperKey, std::move(data));
-  service->BrandedWallpaperWillBeDisplayed(wallpaper_id);
   ResolveJavascriptCallback(args[0], std::move(wallpaper));
 }
 
diff --git a/components/brave_ads/browser/ads_service.h b/components/brave_ads/browser/ads_service.h
index 31e4d0c40d5f..481232989b7b 100644
--- a/components/brave_ads/browser/ads_service.h
+++ b/components/brave_ads/browser/ads_service.h
@@ -13,16 +13,13 @@
 #include "base/observer_list.h"
 #include "brave/components/brave_adaptive_captcha/buildflags/buildflags.h"
 #include "brave/components/brave_ads/browser/ads_service_observer.h"
+#include "brave/vendor/bat-native-ads/include/bat/ads/new_tab_page_ad_info.h"
 #include "brave/vendor/bat-native-ads/include/bat/ads/public/interfaces/ads.mojom.h"
 #include "build/build_config.h"
 #include "components/keyed_service/core/keyed_service.h"
 #include "components/sessions/core/session_id.h"
 #include "url/gurl.h"
 
-namespace ads {
-struct AdsHistoryInfo;
-}
-
 namespace base {
 class DictionaryValue;
 class ListValue;
@@ -141,8 +138,10 @@ class AdsService : public KeyedService {
       const std::string& creative_instance_id,
       const ads::mojom::InlineContentAdEventType event_type) = 0;
 
-  virtual void PurgeOrphanedAdEventsForType(
-      const ads::mojom::AdType ad_type) = 0;
+  virtual absl::optional<ads::NewTabPageAdInfo> GetPrefetchedNewTabPageAd() = 0;
+
+  virtual void PurgeOrphanedAdEventsForType(const ads::mojom::AdType ad_type,
+                                            base::OnceClosure callback) = 0;
 
   virtual void GetAdsHistory(const double from_timestamp,
                              const double to_timestamp,
diff --git a/components/ntp_background_images/browser/DEPS b/components/ntp_background_images/browser/DEPS
index 4ce913506708..57d41c5236e7 100644
--- a/components/ntp_background_images/browser/DEPS
+++ b/components/ntp_background_images/browser/DEPS
@@ -1,6 +1,5 @@
 include_rules = [
-  "+bat/ads/pref_names.h",
-  "+bat/ads/public",
+  "+bat/ads",
   "+content/public/browser",
   "+content/public/common",
   "+third_party/skia",
diff --git a/components/ntp_background_images/browser/ntp_sponsored_images_data.cc b/components/ntp_background_images/browser/ntp_sponsored_images_data.cc
index c02caa4cff7d..1c148f35b2ed 100644
--- a/components/ntp_background_images/browser/ntp_sponsored_images_data.cc
+++ b/components/ntp_background_images/browser/ntp_sponsored_images_data.cc
@@ -7,16 +7,19 @@
 
 #include <utility>
 
+#include "base/guid.h"
 #include "base/json/json_reader.h"
 #include "base/logging.h"
 #include "base/notreached.h"
 #include "base/strings/stringprintf.h"
 #include "brave/components/ntp_background_images/browser/url_constants.h"
+#include "brave/vendor/bat-native-ads/include/bat/ads/new_tab_page_ad_info.h"
 #include "content/public/common/url_constants.h"
 
 /* Sample photo.json.
 {
   "schemaVersion": 1,
+  "campaignId": "fb7ee174-5430-4fb9-8e97-29bf14e8d828",
   "logo": {
     "imageUrl": "logo.png",
     "alt": "Visit Brave Software",
@@ -196,6 +199,10 @@ Campaign NTPSponsoredImagesData::GetCampaignFromValue(
 
   Campaign campaign;
 
+  if (const std::string* campaign_id = value.FindStringKey(kCampaignIdKey)) {
+    campaign.campaign_id = *campaign_id;
+  }
+
   Logo default_logo;
   if (auto* logo = value.FindDictKey(kLogoKey)) {
     default_logo = GetLogoFromValue(installed_dir, url_prefix, logo);
@@ -287,14 +294,15 @@ base::Value NTPSponsoredImagesData::GetBackgroundAt(size_t campaign_index,
   DCHECK(campaign_index < campaigns.size() && background_index >= 0 &&
          background_index < campaigns[campaign_index].backgrounds.size());
 
-  base::Value data(base::Value::Type::DICTIONARY);
   const auto campaign = campaigns[campaign_index];
   if (!campaign.IsValid())
-    return data;
+    return base::Value();
 
+  base::Value data(base::Value::Type::DICTIONARY);
   data.SetStringKey(kThemeNameKey, theme_name);
   data.SetBoolKey(kIsSponsoredKey, !IsSuperReferral());
   data.SetBoolKey(kIsBackgroundKey, false);
+  data.SetStringKey(kWallpaperIDKey, base::GenerateGUID());
 
   const auto background_file_path =
       campaign.backgrounds[background_index].image_file;
@@ -324,6 +332,49 @@ base::Value NTPSponsoredImagesData::GetBackgroundAt(size_t campaign_index,
   return data;
 }
 
+base::Value NTPSponsoredImagesData::GetBackgroundByAdInfo(
+    const ads::NewTabPageAdInfo& ad_info) {
+  // Find campaign
+  size_t campaign_index = 0;
+  for (; campaign_index != campaigns.size(); ++campaign_index) {
+    if (campaigns[campaign_index].campaign_id == ad_info.campaign_id) {
+      break;
+    }
+  }
+  if (campaign_index == campaigns.size()) {
+    LOG(ERROR) << "Ad campaign wasn't found in NTP sposored images data: "
+               << ad_info.campaign_id;
+    return base::Value();
+  }
+
+  const auto& sponsored_backgrounds = campaigns[campaign_index].backgrounds;
+  size_t background_index = 0;
+  for (; background_index != sponsored_backgrounds.size(); ++background_index) {
+    if (sponsored_backgrounds[background_index].creative_instance_id ==
+        ad_info.creative_instance_id) {
+      break;
+    }
+  }
+  if (background_index == sponsored_backgrounds.size()) {
+    LOG(ERROR) << "Creative instance wasn't found in NTP sposored images data: "
+               << ad_info.creative_instance_id;
+    return base::Value();
+  }
+
+  if (!AdInfoMatchesSponsoredImage(ad_info, campaign_index, background_index)) {
+    LOG(WARNING) << "Served creative info does not fully match with NTP "
+                    "sponsored images metadata. Campaign id: "
+                 << ad_info.campaign_id
+                 << ". Creative instance id: " << ad_info.creative_instance_id;
+  }
+
+  base::Value data = GetBackgroundAt(campaign_index, background_index);
+  if (data.is_dict()) {
+    data.SetStringKey(kWallpaperIDKey, ad_info.uuid);
+  }
+  return data;
+}
+
 void NTPSponsoredImagesData::PrintCampaignsParsingResult() const {
   VLOG(2) << __func__ << ": This is "
           << (IsSuperReferral() ? " NTP SR Data" : " NTP SI Data");
@@ -339,4 +390,57 @@ void NTPSponsoredImagesData::PrintCampaignsParsingResult() const {
   }
 }
 
+bool NTPSponsoredImagesData::AdInfoMatchesSponsoredImage(
+    const ads::NewTabPageAdInfo& ad_info,
+    size_t campaign_index,
+    size_t background_index) const {
+  DCHECK(campaign_index < campaigns.size() && background_index >= 0 &&
+         background_index < campaigns[campaign_index].backgrounds.size());
+
+  const Campaign& campaign = campaigns[campaign_index];
+  if (!campaign.IsValid()) {
+    return false;
+  }
+
+  if (ad_info.campaign_id != campaign.campaign_id) {
+    return false;
+  }
+
+  const SponsoredBackground& background =
+      campaign.backgrounds[background_index];
+  if (ad_info.creative_instance_id != background.creative_instance_id) {
+    return false;
+  }
+
+  if (ad_info.target_url != background.logo.destination_url) {
+    return false;
+  }
+
+  if (base::FilePath::FromUTF8Unsafe(ad_info.image_url).BaseName() !=
+      background.logo.image_file.BaseName()) {
+    return false;
+  }
+
+  if (ad_info.alt != background.logo.alt_text) {
+    return false;
+  }
+
+  if (ad_info.company_name != background.logo.company_name) {
+    return false;
+  }
+
+  const auto it = std::find_if(
+      ad_info.wallpapers.begin(), ad_info.wallpapers.end(),
+      [&background](const auto& wallpaper_info) {
+        if (base::FilePath::FromUTF8Unsafe(wallpaper_info.image_url)
+                .BaseName() != background.image_file.BaseName()) {
+          return false;
+        }
+        return wallpaper_info.focal_point.x == background.focal_point.x() &&
+               wallpaper_info.focal_point.y == background.focal_point.y();
+      });
+
+  return it != ad_info.wallpapers.end();
+}
+
 }  // namespace ntp_background_images
diff --git a/components/ntp_background_images/browser/ntp_sponsored_images_data.h b/components/ntp_background_images/browser/ntp_sponsored_images_data.h
index 65b106c5ac81..26b4c844b707 100644
--- a/components/ntp_background_images/browser/ntp_sponsored_images_data.h
+++ b/components/ntp_background_images/browser/ntp_sponsored_images_data.h
@@ -16,6 +16,10 @@
 #include "ui/gfx/geometry/point.h"
 #include "ui/gfx/geometry/rect.h"
 
+namespace ads {
+struct NewTabPageAdInfo;
+}  // namespace ads
+
 namespace ntp_background_images {
 
 struct TopSite {
@@ -78,6 +82,7 @@ struct Campaign {
 
   bool IsValid() const;
 
+  std::string campaign_id;
   std::vector<SponsoredBackground> backgrounds;
 };
 
@@ -103,10 +108,15 @@ struct NTPSponsoredImagesData {
                          const base::FilePath& installed_dir);
 
   base::Value GetBackgroundAt(size_t campaign_index, size_t background_index);
+  base::Value GetBackgroundByAdInfo(const ads::NewTabPageAdInfo& ad_info);
 
   bool IsSuperReferral() const;
   void PrintCampaignsParsingResult() const;
 
+  bool AdInfoMatchesSponsoredImage(const ads::NewTabPageAdInfo& ad_info,
+                                   size_t campaign_index,
+                                   size_t background_index) const;
+
   std::string url_prefix;
 
   std::vector<Campaign> campaigns;
diff --git a/components/ntp_background_images/browser/url_constants.h b/components/ntp_background_images/browser/url_constants.h
index 29d02f3e262b..a90c16069575 100644
--- a/components/ntp_background_images/browser/url_constants.h
+++ b/components/ntp_background_images/browser/url_constants.h
@@ -27,6 +27,8 @@ constexpr char kThemeNameKey[] = "themeName";
 
 constexpr char kLogoKey[] = "logo";
 
+constexpr char kCampaignIdKey[] = "campaignId";
+
 constexpr char kWallpapersKey[] = "wallpapers";
 constexpr char kWallpaperFocalPointKey[] = "focalPoint";
 
diff --git a/components/ntp_background_images/browser/view_counter_model.cc b/components/ntp_background_images/browser/view_counter_model.cc
index 85bef0f58db1..73a0c68ffef6 100644
--- a/components/ntp_background_images/browser/view_counter_model.cc
+++ b/components/ntp_background_images/browser/view_counter_model.cc
@@ -109,6 +109,19 @@ void ViewCounterModel::RegisterPageViewForBackgroundImages() {
   current_wallpaper_image_index_ %= total_image_count_;
 }
 
+void ViewCounterModel::IncreaseBackgroundWallpaperImageIndex() {
+  // NTP BI component is not ready.
+  if (total_image_count_ == 0)
+    return;
+
+  if (!show_wallpaper_)
+    return;
+
+  // Increase background image index
+  current_wallpaper_image_index_++;
+  current_wallpaper_image_index_ %= total_image_count_;
+}
+
 void ViewCounterModel::Reset() {
   current_wallpaper_image_index_ = 0;
   total_image_count_ = 0;
diff --git a/components/ntp_background_images/browser/view_counter_model.h b/components/ntp_background_images/browser/view_counter_model.h
index 9e1aa9558804..362f5e0fe3a5 100644
--- a/components/ntp_background_images/browser/view_counter_model.h
+++ b/components/ntp_background_images/browser/view_counter_model.h
@@ -44,6 +44,7 @@ class ViewCounterModel {
   bool ShouldShowBrandedWallpaper() const;
   void RegisterPageView();
   void Reset();
+  void IncreaseBackgroundWallpaperImageIndex();
 
  private:
   static const int kInitialCountToBrandedWallpaper = 1;
diff --git a/components/ntp_background_images/browser/view_counter_service.cc b/components/ntp_background_images/browser/view_counter_service.cc
index 383855ef6596..64a601e65de5 100644
--- a/components/ntp_background_images/browser/view_counter_service.cc
+++ b/components/ntp_background_images/browser/view_counter_service.cc
@@ -109,15 +109,12 @@ ViewCounterService::ViewCounterService(
 ViewCounterService::~ViewCounterService() = default;
 
 void ViewCounterService::BrandedWallpaperWillBeDisplayed(
-    const std::string& wallpaper_id) {
+    const std::string* wallpaper_id,
+    const std::string* creative_instance_id) {
   if (ads_service_) {
-    base::Value data = ViewCounterService::GetCurrentWallpaperForDisplay();
-    DCHECK(!data.is_none());
-
-    const std::string* creative_instance_id =
-        data.FindStringKey(kCreativeInstanceIDKey);
     ads_service_->OnNewTabPageAdEvent(
-        wallpaper_id, creative_instance_id ? *creative_instance_id : "",
+        wallpaper_id ? *wallpaper_id : "",
+        creative_instance_id ? *creative_instance_id : "",
         ads::mojom::NewTabPageAdEventType::kViewed);
   }
 
@@ -138,12 +135,20 @@ NTPSponsoredImagesData* ViewCounterService::GetCurrentBrandedWallpaperData()
   return service_->GetBrandedImagesData(false);
 }
 
-base::Value ViewCounterService::GetCurrentWallpaperForDisplay() const {
+base::Value ViewCounterService::GetCurrentWallpaperForDisplay() {
   if (ShouldShowBrandedWallpaper()) {
-    return GetCurrentBrandedWallpaper();
-  } else {
-    return GetCurrentWallpaper();
+    base::Value branded_wallpaper = GetCurrentBrandedWallpaper();
+    if (branded_wallpaper.is_dict()) {
+      return branded_wallpaper;
+    }
+    // Failed to get branded wallpaper as it was frequency capped by ads
+    // service. In this case next background wallpaper should be shown on NTP.
+    // To do this we need to increment background wallpaper index as it wasn't
+    // incremented during the last RegisterPageView() call.
+    model_.IncreaseBackgroundWallpaperImageIndex();
   }
+
+  return GetCurrentWallpaper();
 }
 
 base::Value ViewCounterService::GetCurrentWallpaper() const {
@@ -160,16 +165,39 @@ base::Value ViewCounterService::GetCurrentWallpaper() const {
 }
 
 base::Value ViewCounterService::GetCurrentBrandedWallpaper() const {
-  if (GetCurrentBrandedWallpaperData()) {
-    size_t current_campaign_index;
-    size_t current_background_index;
-    std::tie(current_campaign_index, current_background_index) =
-        model_.GetCurrentBrandedImageIndex();
-    return GetCurrentBrandedWallpaperData()->GetBackgroundAt(
-        current_campaign_index, current_background_index);
+  NTPSponsoredImagesData* images_data = GetCurrentBrandedWallpaperData();
+  if (!images_data) {
+    return base::Value();
+  }
+
+  const bool should_ads_frequency_cap =
+      ads_service_ && ads_service_->IsEnabled();
+  if (should_ads_frequency_cap && !images_data->IsSuperReferral()) {
+    return GetCurrentBrandedWallpaperByAdInfo();
   }
 
-  return base::Value();
+  return GetCurrentBrandedWallpaperFromModel();
+}
+
+base::Value ViewCounterService::GetCurrentBrandedWallpaperByAdInfo() const {
+  DCHECK(ads_service_);
+
+  absl::optional<ads::NewTabPageAdInfo> ad_info =
+      ads_service_->GetPrefetchedNewTabPageAd();
+  if (!ad_info) {
+    return base::Value();
+  }
+
+  return GetCurrentBrandedWallpaperData()->GetBackgroundByAdInfo(*ad_info);
+}
+
+base::Value ViewCounterService::GetCurrentBrandedWallpaperFromModel() const {
+  size_t current_campaign_index;
+  size_t current_background_index;
+  std::tie(current_campaign_index, current_background_index) =
+      model_.GetCurrentBrandedImageIndex();
+  return GetCurrentBrandedWallpaperData()->GetBackgroundAt(
+      current_campaign_index, current_background_index);
 }
 
 std::vector<TopSite> ViewCounterService::GetTopSitesData() const {
diff --git a/components/ntp_background_images/browser/view_counter_service.h b/components/ntp_background_images/browser/view_counter_service.h
index f5915d195284..0b7786b5cbd9 100644
--- a/components/ntp_background_images/browser/view_counter_service.h
+++ b/components/ntp_background_images/browser/view_counter_service.h
@@ -67,16 +67,19 @@ class ViewCounterService : public KeyedService,
                                    const std::string& destination_url,
                                    const std::string& wallpaper_id);
 
-  base::Value GetCurrentWallpaperForDisplay() const;
+  base::Value GetCurrentWallpaperForDisplay();
   base::Value GetCurrentWallpaper() const;
   base::Value GetCurrentBrandedWallpaper() const;
+  base::Value GetCurrentBrandedWallpaperByAdInfo() const;
+  base::Value GetCurrentBrandedWallpaperFromModel() const;
   std::vector<TopSite> GetTopSitesData() const;
 
   bool IsSuperReferral() const;
   std::string GetSuperReferralThemeName() const;
   std::string GetSuperReferralCode() const;
 
-  void BrandedWallpaperWillBeDisplayed(const std::string& wallpaper_id);
+  void BrandedWallpaperWillBeDisplayed(const std::string* wallpaper_id,
+                                       const std::string* creative_instance_id);
 
   NTPBackgroundImagesData* GetCurrentWallpaperData() const;
   // Gets the current data for branded wallpaper, if there
diff --git a/components/services/bat_ads/bat_ads_impl.cc b/components/services/bat_ads/bat_ads_impl.cc
index 66193a447e79..08a35c3ee6de 100644
--- a/components/services/bat_ads/bat_ads_impl.cc
+++ b/components/services/bat_ads/bat_ads_impl.cc
@@ -16,6 +16,7 @@
 #include "bat/ads/category_content_info.h"
 #include "bat/ads/confirmation_type.h"
 #include "bat/ads/inline_content_ad_info.h"
+#include "bat/ads/new_tab_page_ad_info.h"
 #include "brave/components/services/bat_ads/bat_ads_client_mojo_bridge.h"
 
 using std::placeholders::_1;
@@ -138,6 +139,15 @@ void BatAdsImpl::OnAdNotificationEvent(
   ads_->OnAdNotificationEvent(uuid, event_type);
 }
 
+void BatAdsImpl::GetNewTabPageAd(GetNewTabPageAdCallback callback) {
+  auto* holder = new CallbackHolder<GetNewTabPageAdCallback>(
+      AsWeakPtr(), std::move(callback));
+
+  auto get_new_tab_page_ad_callback =
+      std::bind(BatAdsImpl::OnGetNewTabPageAd, holder, _1, _2);
+  ads_->GetNewTabPageAd(get_new_tab_page_ad_callback);
+}
+
 void BatAdsImpl::OnNewTabPageAdEvent(
     const std::string& uuid,
     const std::string& creative_instance_id,
@@ -170,8 +180,16 @@ void BatAdsImpl::OnInlineContentAdEvent(
 }
 
 void BatAdsImpl::PurgeOrphanedAdEventsForType(
-    const ads::mojom::AdType ad_type) {
-  ads_->PurgeOrphanedAdEventsForType(ad_type);
+    const ads::mojom::AdType ad_type,
+    PurgeOrphanedAdEventsForTypeCallback callback) {
+  auto* holder = new CallbackHolder<PurgeOrphanedAdEventsForTypeCallback>(
+      AsWeakPtr(), std::move(callback));
+
+  auto purge_ad_events_for_type_callback =
+      std::bind(BatAdsImpl::OnPurgeOrphanedAdEventsForType, holder);
+
+  ads_->PurgeOrphanedAdEventsForType(ad_type,
+                                     purge_ad_events_for_type_callback);
 }
 
 void BatAdsImpl::RemoveAllHistory(
@@ -294,6 +312,19 @@ void BatAdsImpl::OnShutdown(CallbackHolder<ShutdownCallback>* holder,
   delete holder;
 }
 
+// static
+void BatAdsImpl::OnGetNewTabPageAd(
+    CallbackHolder<GetNewTabPageAdCallback>* holder,
+    const bool success,
+    const ads::NewTabPageAdInfo& ad) {
+  DCHECK(holder);
+  if (holder->is_valid()) {
+    std::move(holder->get()).Run(success, ad.ToJson());
+  }
+
+  delete holder;
+}
+
 void BatAdsImpl::OnGetInlineContentAd(
     CallbackHolder<GetInlineContentAdCallback>* holder,
     const bool success,
@@ -306,6 +337,15 @@ void BatAdsImpl::OnGetInlineContentAd(
   delete holder;
 }
 
+void BatAdsImpl::OnPurgeOrphanedAdEventsForType(
+    CallbackHolder<PurgeOrphanedAdEventsForTypeCallback>* holder) {
+  if (holder->is_valid()) {
+    std::move(holder->get()).Run();
+  }
+
+  delete holder;
+}
+
 void BatAdsImpl::OnRemoveAllHistory(
     CallbackHolder<RemoveAllHistoryCallback>* holder,
     const bool success) {
diff --git a/components/services/bat_ads/bat_ads_impl.h b/components/services/bat_ads/bat_ads_impl.h
index c730915db863..31c91b9d4cd2 100644
--- a/components/services/bat_ads/bat_ads_impl.h
+++ b/components/services/bat_ads/bat_ads_impl.h
@@ -86,6 +86,8 @@ class BatAdsImpl :
       const std::string& uuid,
       const ads::mojom::AdNotificationEventType event_type) override;
 
+  void GetNewTabPageAd(GetNewTabPageAdCallback callback) override;
+
   void OnNewTabPageAdEvent(
       const std::string& uuid,
       const std::string& creative_instance_id,
@@ -104,7 +106,9 @@ class BatAdsImpl :
       const std::string& creative_instance_id,
       const ads::mojom::InlineContentAdEventType event_type) override;
 
-  void PurgeOrphanedAdEventsForType(const ads::mojom::AdType ad_type) override;
+  void PurgeOrphanedAdEventsForType(
+      const ads::mojom::AdType ad_type,
+      PurgeOrphanedAdEventsForTypeCallback callback) override;
 
   void RemoveAllHistory(
       RemoveAllHistoryCallback callback) override;
@@ -170,12 +174,20 @@ class BatAdsImpl :
     static void OnShutdown(CallbackHolder<ShutdownCallback>* holder,
                            const bool success);
 
+    static void OnGetNewTabPageAd(
+        CallbackHolder<GetNewTabPageAdCallback>* holder,
+        const bool success,
+        const ads::NewTabPageAdInfo& ad);
+
     static void OnGetInlineContentAd(
         CallbackHolder<GetInlineContentAdCallback>* holder,
         const bool success,
         const std::string& dimensions,
         const ads::InlineContentAdInfo& ad);
 
+    static void OnPurgeOrphanedAdEventsForType(
+        CallbackHolder<PurgeOrphanedAdEventsForTypeCallback>* holder);
+
     static void OnRemoveAllHistory(
         CallbackHolder<RemoveAllHistoryCallback>* holder,
         const bool success);
diff --git a/components/services/bat_ads/public/interfaces/bat_ads.mojom b/components/services/bat_ads/public/interfaces/bat_ads.mojom
index 1de1de0b6b46..2f090bee0e99 100644
--- a/components/services/bat_ads/public/interfaces/bat_ads.mojom
+++ b/components/services/bat_ads/public/interfaces/bat_ads.mojom
@@ -87,11 +87,12 @@ interface BatAds {
   OnTabClosed(int32 tab_id);
   GetAdNotification(string uuid) => (string json);
   OnAdNotificationEvent(string uuid, ads.mojom.AdNotificationEventType event_type);
+  GetNewTabPageAd() => (bool success, string json);
   OnNewTabPageAdEvent(string uuid, string creative_instance_id, ads.mojom.NewTabPageAdEventType event_type);
   OnPromotedContentAdEvent(string uuid, string creative_instance_id, ads.mojom.PromotedContentAdEventType event_type);
   GetInlineContentAd(string size) => (bool success, string dimensions, string ad);
   OnInlineContentAdEvent(string uuid, string creative_instance_id, ads.mojom.InlineContentAdEventType event_type);
-  PurgeOrphanedAdEventsForType(ads.mojom.AdType ad_type);
+  PurgeOrphanedAdEventsForType(ads.mojom.AdType ad_type) => ();
   RemoveAllHistory() => (bool success);
   OnWalletUpdated(string payment_id, string seed);
   GetAdsHistory(double from_timestamp, double to_timestamp) => (string json);
diff --git a/ios/browser/api/ads/brave_ads.mm b/ios/browser/api/ads/brave_ads.mm
index a12d2e0c8782..06540fc15ab1 100644
--- a/ios/browser/api/ads/brave_ads.mm
+++ b/ios/browser/api/ads/brave_ads.mm
@@ -655,7 +655,8 @@ - (void)purgeOrphanedAdEvents:(AdsAdType)adType {
   if (![self isAdsServiceRunning]) {
     return;
   }
-  ads->PurgeOrphanedAdEventsForType(static_cast<ads::mojom::AdType>(adType));
+  ads->PurgeOrphanedAdEventsForType(static_cast<ads::mojom::AdType>(adType), ^{
+                                    });
 }
 
 - (void)detailsForCurrentCycle:(void (^)(NSInteger adsReceived,
diff --git a/vendor/bat-native-ads/include/bat/ads/ads.h b/vendor/bat-native-ads/include/bat/ads/ads.h
index 770f05e3d542..532e748fccd6 100644
--- a/vendor/bat-native-ads/include/bat/ads/ads.h
+++ b/vendor/bat-native-ads/include/bat/ads/ads.h
@@ -176,7 +176,9 @@ class ADS_EXPORT Ads {
       const mojom::InlineContentAdEventType event_type) = 0;
 
   // Purge orphaned ad events for the specified |ad_type|
-  virtual void PurgeOrphanedAdEventsForType(const mojom::AdType ad_type) = 0;
+  virtual void PurgeOrphanedAdEventsForType(
+      const mojom::AdType ad_type,
+      PurgeOrphanedAdEventsForTypeCallback callback) = 0;
 
   // Should be called to remove all cached history. The callback takes one
   // argument - |bool| should be set to |true| if successful otherwise should be
diff --git a/vendor/bat-native-ads/include/bat/ads/ads_aliases.h b/vendor/bat-native-ads/include/bat/ads/ads_aliases.h
index 9e0d78be92e1..7846ef8c54a2 100644
--- a/vendor/bat-native-ads/include/bat/ads/ads_aliases.h
+++ b/vendor/bat-native-ads/include/bat/ads/ads_aliases.h
@@ -32,6 +32,8 @@ using GetAccountStatementCallback =
 using GetAdDiagnosticsCallback =
     std::function<void(const bool, const std::string&)>;
 
+using PurgeOrphanedAdEventsForTypeCallback = std::function<void()>;
+
 }  // namespace ads
 
 #endif  // BRAVE_VENDOR_BAT_NATIVE_ADS_INCLUDE_BAT_ADS_ADS_ALIASES_H_
diff --git a/vendor/bat-native-ads/src/bat/ads/internal/ads_impl.cc b/vendor/bat-native-ads/src/bat/ads/internal/ads_impl.cc
index 134a4e811bdc..f3999937de36 100644
--- a/vendor/bat-native-ads/src/bat/ads/internal/ads_impl.cc
+++ b/vendor/bat-native-ads/src/bat/ads/internal/ads_impl.cc
@@ -396,14 +396,18 @@ void AdsImpl::OnInlineContentAdEvent(
   inline_content_ad_->FireEvent(uuid, creative_instance_id, event_type);
 }
 
-void AdsImpl::PurgeOrphanedAdEventsForType(const mojom::AdType ad_type) {
-  PurgeOrphanedAdEvents(ad_type, [ad_type](const bool success) {
+void AdsImpl::PurgeOrphanedAdEventsForType(
+    const mojom::AdType ad_type,
+    PurgeOrphanedAdEventsForTypeCallback callback) {
+  PurgeOrphanedAdEvents(ad_type, [ad_type, callback](const bool success) {
     if (!success) {
       BLOG(0, "Failed to purge orphaned ad events for " << ad_type);
       return;
     }
 
     BLOG(1, "Successfully purged orphaned ad events for " << ad_type);
+
+    callback();
   });
 }
 
diff --git a/vendor/bat-native-ads/src/bat/ads/internal/ads_impl.h b/vendor/bat-native-ads/src/bat/ads/internal/ads_impl.h
index 5573aa0553db..cacacf828440 100644
--- a/vendor/bat-native-ads/src/bat/ads/internal/ads_impl.h
+++ b/vendor/bat-native-ads/src/bat/ads/internal/ads_impl.h
@@ -191,7 +191,9 @@ class AdsImpl final : public Ads,
       const std::string& creative_instance_id,
       const mojom::InlineContentAdEventType event_type) override;
 
-  void PurgeOrphanedAdEventsForType(const mojom::AdType ad_type) override;
+  void PurgeOrphanedAdEventsForType(
+      const mojom::AdType ad_type,
+      PurgeOrphanedAdEventsForTypeCallback callback) override;
 
   void RemoveAllHistory(RemoveAllHistoryCallback callback) override;