Based on a blockchain framework and using its cryptocurrency Basic Attention Token (BAT), pro-privacy browser Brave is testing its voluntary on-device ad targeting starting Tuesday. The company will continue testing for an unspecified time before scaling up and starting additional user trials. The initial tests will involve 250 ads shown to customers who opt-in for the tests.

The company announced the move in a blog post on Tuesday, claiming that the testing will be “voluntary” and only those users who opt-in for the tests will be shown ads. These 250 “pre-packaged” advertisements will be shown using a dedicated version of the browsers that could track the browsing behavior of users. Volunteers can contact the Early Access group on community.brave.com.

During the tests, the browser will be analyzing user interactions to train its machine learning algorithms. The platform eventually intends to serve ads to its users without invading their personal space. However, the initial tests will involve “a detailed log” of the browsing activity.

Brave states:

“Brave will not share this information, and users can leave this test at any time by switching off this feature or using a regular version of Brave (which never logs user browsing data to any server).”

It explains further:

“Once we’re satisfied with the performance of the ad system, Brave ads will be shown directly in the browser in a private channel to users who consent to see them. When the Brave ad system becomes widely available, users will receive 70% of the gross ad revenue, while preserving their privacy.”

Brave, founded in 2015 by former Mozilla CEO Brendan Eich, uses a blockchain-based mechanism to provide a new content pricing and advertising model to publishers. It uses its native cryptocurrency BAT for this purpose, which launched in an initial coin offering last year. It partnered with Dow Jones Media Group earlier this year to show trial-based ad content to users.

How does Brave achieve privacy while trying to ensure that advertisers get the right value for their money? It works on a consent-based ad delivery model that provides local device ad targeting by pushing ad catalogs. There will be only one ad catalog per region, per natural language. The company clarified that by a user downloading a catalog, they wouldn’t be identified by the company. The browser is designed to provide a locally matched ad to the user at an appropriate time.

Several more trials will have to be completed before Brave finally matches its claims. The browser team is acutely aware of the great challenges that lie ahead of them. They plan to run further studies later this month with a broader user base to check how people interact with ads. It will also help in user modeling. After “a few months,” the browser will also launch new tests to provide rewards to users as they launch “thousands of ads” on the platform.

Blockchain Browser Brave Starts Testing of On-device Ad Targeting was originally found on [blokt] - Blockchain, Bitcoin & Cryptocurrency News.

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