Brendan Eich has released today a beta version of a new browser under the umbrella of the Brave Software startup. Mozilla’s co-founder claims its browser loads websites quicker by blocking programmatic ads.
But if you think this is an alternative to using ad blocker software on any other browser, you should know that Brave’s own ad inventory replaces the ads it blocks. Available for Windows, Mac, iOS, and Android, the new browser is under an open-source license.
Eich explained Brave Software’s new project has the upper-hand over other browsers because it provides an all-inclusive protection against the fingerprinting techniques, all the cookies that are third-party tracking, all the scripts that try to pop ads.
Moreover, all of this is done with an impressive speed – Eich said that web pages load four times faster on mobile and 40 percent faster on desktop. Anyone who’s ever used ad blocker knows that the pages’ loading time tends to be sacrificed in the favor of viewing the ad-free.
To ad block or not to ad block?
The ad blocking discussion needs what the startup is bringing to the table: a novel approach that will get users interested even without the impressive speeds it performs with.
You can access the browser’s “Bravery” menu, and choose to “Stay ad supported on this site” or “GiveBack to this site.” This option is also provided by other ad blockers that “Allow Ads on this Page.”
Users – especially those who are particularly interested in keeping the privacy – will feel once again in control of their online activity, seeing that their privacy is no longer invaded by default. Brave’s creation comes in a time when “To ad block or not to ad block?” is a relevant question.
Eich and his team hope to add new ideas to the conversation, which has really heated since blockers for ad blockers started appearing. But Brave wants to provide users with ads that actually look nice across all kinds of platforms.
Targeting ads based only on browser usage data, Brave looks into creating a win-win situation: your page loading isn’t slowed down, and they still get to advertise in a way that won’t completely ruin your browsing experience.
Brave is the most recent baby browser that early adopters can try. Opera launched beta browser Vivaldi last year, and Microsoft released Edged with the Windows 10. But Chrome and Firefox still remain the most popular choices across all markets.
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