Better-for-me unfortunately trumps better-for-everyone just about every time. a more expensive, yet environmentally conscious option: The vast majority of consumers will sadly choose the cheaper option. Ad-blocking as an “environmental” problemĪ good analogy to the problem of ad-blocking is environmental conservation: We all know from reams of experience that if consumers are offered a cheaper, yet environmentally irresponsible option vs. As Eich notes on Brave’s website, “With enough people blocking ads, the Web’s main funding model is in jeopardy.” And with ad-blocking rates in excess of 50% for some websites, the future is looking increasingly bleak for many publishers.Īs much as I wish he were on to something, where Eich gets it wrong is his assumption that enough of the Web cares. A web in which publishers can continue to produce endless content, and users can avail themselves of it - for free. So why would any consumer choose Brave’s apparently sub-optimal solution?Įich commendably seeks the holy grail of a sustainable web. The latter choice would be an obvious win.īut what Eich and so many other entrepreneurs in the adblocking space seem to ignore is that there is already a far better option from the consumer perspective: No ads at all.Ī totally free web with zero ads, is always going to be faster and cheaper than anything Brave can offer. And on the other hand, a web with fast-downloading “lite” ads which contained no tracking whatsoever - the choice would be simple. If users were presented with just two options, a slow, bloated web filled with intrusive ads which violated user-privacy, on one hand. So with no-tracking, no malware, and “lite” ads (or no ads at all in exchange for BitCoin) have we arrived at a utopian web where users and publishers live in mutually beneficial harmony?īrave won’t work because it fails to address the fundamental “problem” of AdBlocking.
What’s not to like? Users who object to even these “lite” advertisements and want a completely ad-free browsing experience will be given the option of supporting their favorite sites via BitCoin payments which are shared between Brave and the website’s publisher.
The Brave browser swaps out “bad ads” for “lite ads” which contain no malware and don’t track users. When Brendan Eich, the co-founder of Mozilla and inventor of JavaScript announced last week that he was not only producing a new web-browser, but that his new browser would address the issue of adblocking, the Internet stood up and took notice.Įich’s new browser, “Brave” is based on a simple premise: Faster, more respectful advertising, less tracking and greater privacy.
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