Former Mozilla CEO Brendan Eich has launched a new web browser called Brave, which promises to “block all the greed and ugliness on the Web that slows you down and invades your privacy”.
Eich said that at Brave, they are building a solution designed to avert the war between publishers, users, and ad blockers.
The browser aims to give users “the fair deal they deserve for coming to the Web to browse and contribute”.
“We are building a new browser and a connected private cloud service with anonymous ads,” said Eich.
The company recently released the 0.7 developer version of its Brave browser for early adopters and testers.
Brave browsers block everything: initial signaling/analytics scripts that start the programmatic advertising “dirty pipe”, impression-tracking pixels, and ad-click confirmation signals.
“By default Brave will insert ads only in a few standard-sized spaces. We find those spaces via a cloud robot,” said Eich.
“We will target ads based on browser-side intent signals phrased in a standard vocabulary, and without a persistent user ID or highly re-identifiable cookie.”
The browser sees everything you do, including actions to stop that annoying phenomenon of retargeting where an ad chases you around the Web.
“We keep user data out of our cloud Brave Vault by default. It’s better for you and us that we don’t store any of your data without your permission,” he said.
“Thus we are a browser-based ad-tech platform, with high precision and privacy. What’s more, we aim to solve the Principal-Agent problem wherever it arises.”
He said that Brave is the only approach to the Web that puts users first in ownership and control of their browsing data by blocking trackers by default, with no exceptions.