Brave Browser

Brave Browser, a privacy-oriented web browser developed by Brendan Eich, the co-founder of Mozilla and JavaScript, has entered into agreement with a Dow Jones Media, a globally recognized media company, to test out what they call consent-based advertising. You may know Brave Browser and its blockchain platform best for setting an ICO record of raising $3.5 million in just 30 seconds during its Basic Attention Token (BAT) ICO, the token for its Brave blockchain platform.

Brave browser has been hugely successful, especially in this age of intrusive ads and lack of privacy online. In a bid to revolutionize the digital advertising industry, Brave will use its blockchain platform to test out a new form of advertising that aims to serve the target audience rather than profit the advertiser. During the test, Brave browser will provide access to Dow Jones Media Group brands MarketWatch Newsletters and Barrons.com limited access to select users to try out the new form of advertising.

Publishers, Advertisers, And Users Set To Benefit The Most

According to the press release by Brave browser, the two Dow Jones Media Group brands will become ‘verified’ publishers on the Basic Attention Token platform. Users on the platform will earn BAT tokens when they engage with the ad content by the verified publishers. Users can then use the tokens they earn to purchase premium content on the platform. Whereas the advertising platform seems thin at this point, Brave browser is confident that the new development will attract all kinds of internet users to their safe harassment-free platform.

According to a report published in AdWeek [http://www.adweek.com/digital/dow-jones-media-group-is-experimenting-with-a-blockchain-platform-that-wants-to-wipe-out-the-ad-tech-industry/], Eich was quoted stating that Brave browser does not seek to eliminate ads; they are just focused on bringing sanity and ethics to the digital advertising industry, and in the process, cut out the middleman. He pointed out that it is difficult to reconcile the actual cost of advertising with what the advertisers spend largely because the fee gets eaten away bit by bit by multiple middle players such as Google, leaving very little to the publishers who actually produce the content.

Brave Browser & The Start Of Blockchain’s Dominance Of Digital Advertising

By using the Brave blockchain platform for its advertising, Dow Jones Media Group and other companies soon to join the fray will test several innovative solutions and how users interact with ads in their news and content. The efficiency will come as a result of system efficiency that will help the publishers connect with their readers directly on one hand, and the advertisers on the other.

The partnership between Brave browser and Dow Jones Media Group is just the beginning of what Barron’s senior vice president Daniel Bernard considers an exciting and innovative step in employing blockchain in privacy digital advertising. This new development comes just days after IBM partnered with Salon Media for a similar kind of pilot blockchain product aimed at locking out middlemen in the digital advertising industry.

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