Brave software, a privacy-focused web browser, and the Dow Jones Media Group have struck a partnership that will offer premium content to new audiences as well as launch a pilot blockchain-based digital publishing service. The collaboration was announced via a post on the BAT website on April 18, 2018.
Users who download the Brave browser on a first-come, first-serve basis will have access to premium Barrons and MarketWatch newsletters. These two platforms will also become verified publishers on the Basic Attention Token platform of the Brave software.
The Basic Attention Token, based on Ethereum, is a cryptocurrency that is used to buy advertising and premium features within the browser, rewards users for their attention and finally pay publishers based on the recognition they receive.
Blockchain Technology and Digital Advertising
The partnership is part of an experiment to see how blockchain technology can fit into the media and advertising industry. There are plans to test some innovative blockchain-based solutions especially delivering advertisement content on the blockchain. Speaking on the partnership, Brendan Eich, the co-founder and CEO of Brave said:
“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. Our new model reconnects users and publishers without compromising privacy. We look forward to our users enjoying Barron’s and MarketWatch premium newsletters.”
For his part, Daniel Bernard, Barron’s Senior Vice President at Dow Jones Media Group stated:
“Our partnership with Brave is an exciting and innovative step for Dow Jones Media Group. 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.”
This partnership between Brave and Dow Jones Media Group suggests a change in the perception of the mainstream media towards the Brave browser. When the ad-blocking Brave browser first came on board, there was a lot of hostility from the mainstream media.
Two years ago, some newspapers which included The New York Times, The Wall Street Journal, and the Washington Post published a letter that basically called the Brave bowser ad blocker “illegal.” The Wall Street Journal is published by the Dow Jones Media Group.
Speaking on the development, Eich said that some publishers did indeed see Brave as just another ad blocker, hence, the initial negative reception. However, the Brave CEO believes the situation is changing. According to him, there have fruitful discussions with many media organizations, and he expects more partnerships in the future. The Facebook-Cambridge Analytica scandal has shed light on and created a level of distrust on services that are free only because they share the personal details of their users with advertisers.
Online users are becoming disgruntled with the invasive nature of online advertisements. Not only that, they slow down web pages with unnecessary data clutter, burn battery power and network data and, as a result, driving people toward ad-blocking software. Brave has more than two million users on both the desktop and mobile platforms. The platform had a successful ICO in 2017 which raised $35 million in less than half a minute.