A new way to explore
People argue over the best browser. Some people say Chrome; others say Safari and even some say Explorer. However, a new browser has emerged on the scene that wants to reshape how we interact with the web. Starting in 2016, Brave challenges conventions on how we view the internet by putting privacy at the heart of its system. Not only is privacy a priority, but the company also wants to redesign our relationship with advertisers and content publishers. In this post, we explore how Brave intends to revolutionise the internet.
Brave is a browser very similar to Safari or Google Chrome. The browser is built off Chromium, which is an open-sourced project run by Google.[1] It is free to download, and it allows you to take across all your information from previous Google browsers. Brendan Eich is the creator of Brave. He is also the original language creator of JavaScript and one of the co-creators of Mozilla Firefox.
Two critical factors distinguish Brave from its competition, speed and privacy. First, Brave can load pages at double the rate of Google Chrome. This capability comes from its ad stripping technology. There are no more pesky YouTube or pop-up ads. Second, Brave has also doubled down on privacy. The browser has an impressive “shield function” that can protect you from invasive AdTech that tracks users.
The Brave Ecosystem
However, Brave’s most unique value proposition is its rewards system. Brave wants to revolutionise how we use the internet by decentralising advertising. At the centre of its design are three classes:
- Users
- Advertisers and;
- Creators.
The Basic Attention Token (BAT), a cryptocurrency like Bitcoin or Ethereum, connects these classes. Advertisers pay Brave directly for ad space. An AI algorithm uses anonymised data from your habits to present ads. Your data never leaves your computer. Users (you and me) use Brave like any other browser and view ads that Brave selects.
For participating, users receive BAT for viewing ads. I.e. you get free Crypto. The users can then support creators by providing tips and auto contributions from their earnings to sites of their choosing. Thus, this technology creates an ecosystem where users, creators and advertisers can interact without the need for AdTech companies.
The core benefits of Brave
Besides the speed and power, Brave is leading the way when it comes to creating digital privacy. Privacy is something we often take for granted. Many websites supposedly provide us with a “free” service but make billions via trading off the data we provide. Using AdTech, they can sell us hundreds of distinct ads that we have no control over. They can also sell our data to third parties, sometimes without our consent. Brave prevents ad trackers and specific scripts from burrowing into our browsers to protect our information.
Brave also claims to increase exposure for advertisers through its unique algorithm. Brave uses local machine learning to match ads with the user’s profile under optimal conditions. This method forces advertisers to rely on anonymised data. Brave’s anonymous but accountable attribution model also confirms event activity without exposing or identifying the user. The benefit of these features is users become partners rather than targets to advertisers. Therefore, Brave is delivering more excellent privacy outcomes while ensuring advertisers receive an adequate return on investment.
Brave’s pitfalls
Brave may be a revolutionary idea, but it does not come without its challenges. Many users compared Brave’s business model to that of a parasite because it takes away creator revenue. In 2016, 17 publishers wrote a cease-and-desist letter to Brave. The publishers argued that the “plan to use our content to sell your advertising is indistinguishable from a plan to steal our content to publish on your website.”[2]It is understandable why creators could view Brave as a challenge to their income because of its ad stripping technology. However, Vice and the Guardian have signed up to Brave’s system, indicating that prominent creators are willing to adapt to the platform.
Furthermore, Brave’s model relies heavily on the value of its cryptocurrency. The BAT currently trades at $0.5701 USD. The demand for the token will determine the value of the BAT. Creators may find that their income is unstable under Brave’s system because the BATs price could fluctuate dramatically under current crypto market conditions. The decentralised nature of Crypto also makes the coin nearly impossible to control, and supply will play a significant factor in determining future ad revenue.
The Transitus approach — Killing the JavaScript Monster
It is interesting listening to the founder of Brave, Brendan Eich, talk about the state of the internet on Lex Friedman’s podcast. Eich explains how his language, JavaScript, has been used to reduce digital privacy. For example, much of the evasive AdTech technology uses JavaScript to centralise customer data and track their movements across the web. Brave’s mission is to return power to the user and take the internet back to its roots.
Brave is not perfect, and there are some serious concerns around how their model will scale. We like Brave because it recognises that our time is precious and not infinite. Arguably, we should be rewarded beyond the free use of a product because we give so much of our time to tech companies. AdTech is not the enemy, and it has made profound contributions to connecting advertisers with users. However, Brave’s model acknowledges that our data is valuable, and we should see some of the revenue because we create the data. Therefore, we believe Brave’s model may play a significant role in reshaping how we view the internet.
[2] https://www.computerworld.com/article/3054032/us-newspapers-threaten-to-sue-brave-browser-maker-over-ad-blocking-scheme.htmlTransitus