Local & Accurate

Instead of bogging down every website you visit, Brave Ads will be served through the browser. There will be two kinds of Brave Ads: user ads, which will show up as a notification and then open in a private tab if you’re interested, and publisher ads, which will show up alongside web content like traditional ads.

Brave can understand you and your preferences at the browser level, so Brave Ads will be smarter, more accurate, and more effective than anything possible today. Advertisers will get more value for their money, and extremely detailed analytics on the effectiveness of their ads.

Fair & Smart

You, the user, will get a piece of the pie. With regular display ads, you’ll receive 15% of the revenue generated, and 70% goes to the publisher. With ads shown directly to you through the browser, you’ll receive 70% of the revenue. With Brave, you’ll get paid for your attention.

Brave will also allow you to automatically contribute some of your earned tokens back to the sites and creators whose content you enjoy.

Instead of using dollars to move all this money around, Brave uses a smart, secure internet currency (a cryptocurrency) called the Basic Attention Token as its medium of exchange. The BAT denotes — and can be exchanged for — attention.

Step 3: Change the internet forever

Here’s where the big picture comes into play. Brave is ultimately just the launchpad for the Basic Attention Token. Once the private ads model has been proven by Brave, the team will make it easy for developers to integrate the Basic Attention Token into everything from messaging apps and mobile games to podcasts and video streaming services.

Imagine that you’re shopping for a car, and you’re trying to decide between BMW and Mercedes. You have tabs open for both companies, and you’ve set up a test drive with BMW for 1PM on Saturday. Mercedes will pay around $70 for a lead that will take a test drive at their home two hours earlier. In this scenario, you would get paid $49 worth of BAT, which you could put toward your content subscriptions, or use to tip your favourite websites and content creators.

This example is obviously an outlier scenario (taken from Brave’s CEO here), and you cannot expect to earn a full-time salary from watching ads all day, but hopefully it helps illustrate the power of this system. Instead of paying Facebook and Google to get your attention, advertisers would be paying publishers, Brave, and you.