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Does Mozilla Founder’s Ad Blocking Browser Spell ‘Game Over’ for Display?
Image Credit April L. Sanders

Does Mozilla Founder’s Ad Blocking Browser Spell ‘Game Over’ for Display?


For consumers not content with the glut of ad-blocking extensions and plugins available, the co-founder of Mozilla and creator of Javascript, Brendan Eich, has just launched a web browser that blocks ads from the get-go.

In a model befitting of its name, Brave will replace the ads it blocks with those of its own, while pocketing 15% of the generated revenue. A further will go 55% to the publisher and 15% to the ad supplier.

That leaves 15%, which Brave claims will go back to the user to be spent in Bitcoin payments to websites of their choice.

Technology blog arstechnica points out that for in order for its model to work, Brave will have to simultaneously connect with and block ads from major advertising networks, which throws up a whole host of questions over the concept’s viability.

‘Game over’

Brave does however represent a deliberately new direction into ad blocking from a heavyweight internet company.

It’s been enough to reignite some of that hyperbole we heard midway through last year, following PageFair’s estimates that $22 billion has been lost in ad spend thanks to ad-blocking software.

“It really looks like ‘Game Over’ for traditional online advertising and Eich’s new company corroborates that,” said Richard Jones, CEO at digital engagement platform, EngageSciences.

Instead, Jones believes advertisers have little choice but to rely on a future of “peer to peer networking” and “word of mouth”.

Technical details of Brave have so far been scant, and it’s not yet known whether the browser will be any faster than its counterparts, or whether its replacement ads will be any less intrusive.

So far the company has raised £1.75 million in investment, while Eich is putting a target of 7 million users in order to prove there’s a market for it.

The browser is set to land on Windows, OS X, Android and iOS later this year.

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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