In a collaborative effort to test the Brave platform and its digital advertising token, the Basic Attention Token (BAT), the Dow Jones Media Group has joined up with the Brave Software team.

On April 18, 2018, the two organizations announced that they will experiment with blockchain technology in the realm of digital advertising and media publication. This entails testing the Brave browser’s digital advertising platform and its native currency, BAT, across the Dow Jones Media Group’s brands, which includes Barron’s, the Wall Street Journal and MarketWatch.

Created by JavaScript inventor and Mozilla co-founder Brendan Eich, the Brave browser and Basic Attention Token work in sync to offer an alternative revenue model for digital publishers and advertisers alike. Both BAT and Brave are meant to reduce fraud from bot-generated advertising views, generate more equitable revenue for publishers and give consumers the chance to monetize their attention by being paid per ad view in BAT.

With the partnership, the Dow Jones Media Group is indicating that Brave’s overall mission, to deliver innovative, efficient advertising, resonates with the financial powerhouse.

“Our partnership with Brave is an exciting and innovative step for Dow Jones Media Group,” Daniel Bernard, Senior Vice President of Barron’s, said. “As global digital publishers, we believe it is important to continually explore new and emerging technologies that can be used to build quality customer experiences.”

Per the partnership, Brave browser users will have access to premium content on barrons.com and from the MarketWatch newsletter “on a first-come, first-serve basis,” according to the press release. In addition, both Barron’s and MarketWatch will join the likes of the Washington Post, the Guardian and Vice to become verified publishers on the Basic Attention Platform.

“We’re thrilled to be partnering with Dow Jones Media Group to provide Brave users with premium content via Brave and the Basic Attention Token,” said Eich in a statement. “Our new model reconnects users and publishers without compromising privacy. We look forward to our users enjoying Barron’s and MarketWatch premium newsletters.”

The partnership is another notch in the project’s belt. In mid-March, the Washington Post announced that it would begin accepting BAT as a certified publisher.