Mozilla launches Brave Software ad blocker for mobile and other devices

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Brave Software, founded by Mozilla Co-founder Brendan Eich, this week released its new Brave browser for iOS and Android as well as Windows and Mac desktops. The move follows last year’s hype over iOS 9 ad blocking apps.

Brave page load times

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Source: brave.com

Like its competitors, Brave provides faster page loads – up to four times faster on mobile when ad blocking is switched on. Brendan Eich, Co-Founder, Mozilla, explains:

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“The way we differentiate for most users, especially as we grow, is through speed, because no other browser blocks all the cookies that are third-party tracking, all the fingerprinting techniques, all the scripts that try to inject ads – we block all that stuff.”

However, what really distinguishes Brave from other ad blockers is that it has no plans to simply remove all ads. On the contrary, it plans to replace them with ads that split revenue between publishers, agencies and users as well as Brave. For Brave, privacy and filtering out ads that track a user’s personal information are the goal. If this sounds like rewarded advertising to you then that’s because it sort of is.

According to Russel Brandom, Reporter at The Verge: 

“At the same time, the company is building in a way for users to pay publishers directly. Fifty-five percent of the ad revenue will go to website owners (a figure Eich says is significantly higher than the current standard for programmatic ads), which leaves 15 percent each for Brave, its ad partners, and the user herself. The user’s 15 percent will go into a personal wallet, managed using the Bitcoin protocol. Users can withdraw the money any time they want, but the hope is that they’ll redistribute it to websites, either leaving micropayments for individual articles or making a blanket donation to their top 20 most visited sites.”

The company says once its reaches a benchmark of 7 million users, it will begin to re-insert fewer ads that will be targeted to the sites a user visits, but won’t track cookies or user ID. In order to reach its goals and indeed split revenue with publishers, agencies and users, it will have to amass that kind of traction. Eich adds:

“The real trick for us will be to get paid by the buy side [the advertiser].”

Eich adds that Brave acts much like a browser-based ad tech platform and aims to solve the principal agent problem where it arises. Like all ad blockers, Brave does not yet block ads in-app.