Blockchain browser developer Brave announced on Wednesday the launch of Brave Ads, an opt-in system that rewards users with the Basic Attention Token (BAT) for viewing ads on the platform.

The announcement explains that desktop users will be able to receive a 70% share of all ad revenue in BAT, an ERC-20 token, as a reward for viewing Brave Ads. This can then be contributed to verified publishers through the Brave Rewards system.

The system has so far launched in the US, Canada, France, Germany, and the UK, with more countries planned for integration in future. Likewise, support for Android and iOS users of the Brave browser is expected within the coming months.

The Brave browser, a fast and secure privacy-focused browser with a built-in ad blocker, sees over 5.5 million monthly active users, and boasts almost 30,000 Verified Publishers, including recently LA Times.

Companies currently supplying ads to the platform include Vice, Home Chef, Uphold, MyCrypto, and eToro. In addition, Brave is working with The Giving Block, a charity-focused blockchain consultancy firm, to provide ad inventory and to test use cases for charities and non-profits they are partnered with. At launch, the Human Rights Foundation will be featured, presenting users with notifications that encourage donations to the organization.

CEO and co-founder of Brave Software Inc., Brendan Eich, described how Brave Ads is “a digital ad platform that is the first to protect users’ data rights and to reward them for their attention.” He continued:

“Brave Ads also aim to improve the economics and conversion of the online advertising industry, so that publishers and advertisers can thrive without the intermediaries that collect huge fees and that contribute to web-wide surveillance. Privacy by design and no tracking are integral to our mission to fix the Web and its funding model.”

The opt-in system will not replace ordinary web page ads. Instead, users will receive regular notifications as they use the browser, which aim to be delivered at non-disruptive times. Users can customize how frequent these ads are, opting in to receive anywhere from 1 to 5 ads per hour.

Brave aims to release Publisher-integrated Ads later this year, which will allow verified publishers and content creators to feature private ads within their channels or websites. Publishers will be able to receive 70% of the ad-revenue in BAT, with 15% going to users, and 15% to Brave for the expansion of the platform.



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