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BRAVE: Decentralized Web Browser

When Robert Kahn and Vinton Cerf created the Internet in the early ’90s, it was mostly used by researchers and college students. All a user needed was to connect a modem through a port to their computer while using a dial-up service. In essence, individuals enjoyed Internet connection through a telephone line, which meant that anyone who had a telephone number could have access.  

Robert Kahn and Vint Cerf early 90s invented internet

Back then, the Internet was highly decentralized but chaotic at the same time; plus, data back-up was non-existent. As a result, organizations and developers sought ways to solve the early Internet’s challenges and govern it better. This led to the commercialization of the Internet. Then, companies like AOL pivoted to the ISP industry, while Microsoft bundled Internet Explorer into the Windows Suite, allowing their users to access the Internet easily while eliminating competition. 

The increasing interest in the commercialized Internet birthed a more centralized Web 2.0 in 1999, where web page interoperability and user-generated content came to life. Also, web pages became more dynamic and adaptable across various devices, helping marketers reach more people with fewer hassles.  

Along the line, the Internet witnessed the advancement of search engine technology with the creation of Google, plus the emergence of cloud computing and social media platforms, including Facebook, Twitter, Instagram, Snapchat, WhatsApp, and so forth. 

The platforms became the go-to tools for online advertisers to reach individuals worldwide because they have an enormous user base; as of writing, Facebook alone boasts of 2.89 billion users. Over the years, digital advertisers have leveraged the features provided by Web 2.0 platforms to put out content to users and grow their revenue and business. 

While Web 2.0 platforms offer immense benefits to digital advertisers, they have numerous drawbacks tied to centralization. For instance, we have seen cases where these platforms ban advertisers for slight issues because they have total control. Also, they occasionally witness server downtimes, preventing advertisers from reaching their audience and losing money in the process. In addition, centralized systems are vulnerable to malicious activities such as DDoS attacks and malware infections. 

Web 3.0, the decentralized Internet, aims to eliminate the challenges faced by its predecessors using distributed ledger technologies, including blockchains. Arguments have been raised concerning its governance; however, since it integrates DLTs, it will share similarities with blockchain governance which has proven to work for over a decade.  

For Web 3.0 to be useful to advertisers, it will need decentralized applications, including payment platforms, social media apps, and web browsers. This is where applications like the Brave Browser come in.   

What is the Brave Browser?  

Brave is a fast decentralized privacy-first browser and a blockchain-based digital advertising platform that is restructuring how users, advertisers, and publishers use the Internet. It aims to give users a speedy and private browsing experience while publishers earn considerable revenue and advertisers get value for their money.  

The platform is the brainchild of Brendan Eich, Mozilla’s co-founder and the creator of JavaScript, and Brian Bondy, a former Mozilla and Khan Academy technical staff. Brave combines Mozilla Firefox and Google Chrome features while also focusing on decentralization and privacy.  

Users can participate in Brave’s ad viewership program to earn rewards in the form of Basic Attention Token (BAT). They can redeem these tokens or use them to tip content creators and publishers. In essence, Brave offers a win-win for all parties involved.   

It is also worth noting that Brave allows users to block ads in order to have an ad-free browsing experience. 

 Users have the privilege of choosing whether or not they want to see ads on the Brave browser. As of writing, Brave hosts over 30 million active users monthly coupled with over 1 million verified content creators.  

Decentralization of the Brave Browser  

Decentralized Web Browser

Brave promotes the decentralization of the Internet by becoming the first browsing platform to integrate a peer-to-peer architecture that aims to revolutionize the Internet and digital marketing. This technology is referred to as the Inter-Plenary File System (IPFS), a secure transfer protocol that eases the process of accessing content. It achieves this by enhancing the dominant HTTP standard, making them resistant to control and failure.  

According to Bondy, IFPS helps to maintain data integrity. The technology also allows users to access previously viewed content offline. Plus, users can leverage the network to access content censored by countries and corporations.  

This is because IPFS takes advantage of distributed node networks to access information as against HTTP browsers that access information from central servers. By integrating the IFPS model, Brave offers a faster browsing speed because the information is transmitted and stored closer to the users accessing them. Content publishers also enjoy lower server costs, and their content faces lesser censorship risks.  

In May 2021, Brave entered into a partnership with Unstoppable Domains to create more exposure for decentralized DNS. The platform aims to position itself properly for the full adoption of Web 3.0, the future decentralized Internet.   

With this partnership, Brave users have limitless access to the functionalities of the decentralized web, including registering crypto domain names, visiting any crypto-related domain names, and transacting using cryptocurrencies.   

What Does This Decentralized Web Platform Offer Advertisers?   

In the past decade, digital advertising has been the driving force of online content creation. Today, advertisers focus their efforts solely on conversions – clicks, phone calls, text messages, and purchases, meaning that they need high-performance ad systems to achieve their goals.  

Advertisers on the Brave platform can leverage the media kit containing user attributes, demographics, and details of advertising on the browser. They can also build brand recognition and awareness as users who click on their ads will likely spend time going through their website. Not only does this help them increase revenue in the long run, but they also get to increase their search engine ranking.  

Brave displays ads as push notifications on devices, unlike other browsers. This approach is entirely different from what was initially obtainable. As a result, brands can now position themselves in front of prospects using notifications instead of waiting for consumers to seek out their products or services actively. 

Also, since users have to opt into the viewership program to view ads, they are likely to engage better. This is why Brave advertisers enjoy click-through rates four to eight times higher than their competitors, such as Facebook, Google, and YouTube. In addition, the platform uses various advertising models to match users with relevant ads, and we’ll be discussing them below:   

Contextual Advertising  

This model focuses mainly on the user-independent context of an ad. Let’s use in-page ads as an instance; advertisers can only show ads on web pages that have content related to their business. When users interested in the content visit the webpage, they won’t be put off because the ads shown are likely related to their interests.  

Behavioral Advertising  

Behavioral advertising differs from contextual advertising because it pays more attention to a user’s extensive browsing behavior. This may include the time spent on specific websites, online searches, and frequently visited websites. This advertising model usually separates intents from interests as most advertisers are looking to reach an audience that is willing to purchase their products or services.  

In summary, Brave browser and its advertising models achieve three objectives: protecting users’ privacy and eliminating the display of irrelevant ads, ensuring that content creators earn more, and giving advertisers value for their money as they can engage in streamlined marketing. Plus, users interested in viewing ads will not have to waste their money as the Brave platform rewards them with Basic Attention Tokens.  


Over time, government regulation has required Web 2.0 platforms to disclose data collated from website visitors. Although they may have good reasons for this, it puts pressure on these platforms and advertisers as they have to go against the privacy promise they made to users.  

Web 3.0 and Brave’s decentralized approach gives more controlling power to companies and consumers. While companies will have more autonomy concerning data sharing, users will also have control of their privacy and the ads they view. In essence, everyone wins with Brave as the browsing experience is smooth, publishers earn more, and companies reach their target audience easily.

Using Social Media Tools for NFT Community Building

Contact Data

Name: Chris Jones

Organization: UrbanLink Media

Phone: 1-855-730-5465

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