Open source ad-blocking browser Brave is seeking to shake up digital advertising with the unveiling of a new ad model which promises to pay viewers a 70% cut of any promotion they see.
Brave Ads is available on the latest version of the software for Windows, Mac and Linux, enabling people to earn its custom cryptocurrency called Basic Attention Tokens for each of over 500 built-in ads consumed.
Crucially the entire system is optional with users having to first opt into the Brave Rewards programme and then activate ads to participate, increasing the attractiveness of each individual to brands.
Brave chief executive, Brendan Eich said: “With Brave Ads, we are launching a digital ad platform that is the first to protect users’ data rights and to reward them for their attention. Brave Ads also aim to improve the economics and conversion of the online advertising industry, so that publishers and advertisers can thrive without the intermediaries that collect huge fees and that contribute to web-wide surveillance. Privacy by design and no tracking are integral to our mission to fix the Web and its funding model.”
The novel approach feeds into Brave’s stated desire to ‘repair a broken digital ad ecosystem — one that is invasive and riddled with fraud’ while simultaneously helping individuals to ‘reclaim their own data privacy’.
Brave was launched back in 2016, at first employing a business model which distributed 15% of ad revenues to readers.
It comes as its Johnny Ryan, chief policy and industry relations officer at Brave, spearheads complaints that Interactive Advertising Bureau Europe's (IAB) data practices are knowingly in breach of General Data Protection Regulation (GDPR).
This is part of the browser's efforts to disrupt digital advertising and strengthen consumer privacy.