‘Brave’ New Browser from Mozilla Co-Founder Serves Anonymous Ads

The Internet introduced a brave new world for advertisers. Now, Brendan Eich, the co-founder of Mozilla is introducing a brave new browser to block ads, kind of. Dubbed Brave, the browser works by blocking ads by default and replacing those blocked ads with its own anonymous ads.

Brave Software, the company that makes the browser, will take a 15 percent cut of the ad revenue that's generated, 55 percent will go to the publisher, 15 percent to the ad supplier and 15 percent to the user, according to reports.

Eich (pictured above) said the new browser addresses what he calls a ?EU?primal threat?EU? to the Web. Although some say ?EU?mobile?EU? is the threat we should be concerned about, Eich argued that the Web is co-evolving with smartphones in a healthy way.

?EU?I contend that the threat we face is ancient and, at bottom, human,?EU? said Eich, CEO and president of Brave Software. ?EU?Some call it advertising, others privacy. I view it as the principal-agent conflict of interest woven into the fabric of the Web.?EU?

Anonymous Ads

Eich said consumers usually don?EU?t pay for Web sites that host the information they read. A free Web is the expectation -- and free ultimately translates to online ads, he added.

?EU?The principal (you) uses a browser (one of a layer of agents, both software and humans) to browse the Web and keep its lights on. Consider your primary agent, the browser,?EU? Eich said. ?EU?It?EU?s a complex piece of code, but now thanks to Mozilla, WebKit, Chromium, and even in part Microsoft, this billion-dollar investment is available as a mix of free and open source software.?EU?

But there?EU?s a catch: the introduction of tracking tools that monitor users' behaviors so that online advertising companies can target them with marketing. Those tracking tools are within the browser. App makers...

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