Greg Sterling says, “Depending on whom you talk to, ad blocking is either overblown or an emerging crisis. There’s data to support both positions. One thing is clear, however: it’s an issue that’s not going away.

That’s partly because entrepreneurs have now latched onto it as an opportunity. The latest example is a new mobile browser called Brave. It’s still in beta and not yet widely available, but it will be soon.

Brave was developed by a team led by Brendan Eich, who co-founded Mozilla and created JavaScript. Brave is for both the desktop and mobile devices. Its primary adoption and entry point will be mobile, in all likelihood, and the pitch is page speed (See video below).

Brave speeds up page loading by blocking ads and tracking technologies: cookies, pixels, fingerprinting and scripts. Yet Brave isn’t entirely hostile to advertising. It will have ads, just not those that “target ads based on browser-side intent signals phrased in a standard vocabulary, and without a persistent user ID or highly re-identifiable cookie.” In this way, Brave seeks to strike a balance between publishers, marketers and privacy“.

Brave: New Ad Blocking Browser Promises More Privacy & Faster Page Loading

Marketing Land

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