What Brands Need To Do
While Brave is certainly not the first browser to come with ad-blocking features, its innovative approach of replacing intrusive ads with sanctioned ones points to an interesting direction for web browsers and web business models. It remains to be seen whether future browsers would start absorbing certain functions of ad exchange platforms and become the gatekeeper for consumer data and privacy. But one thing is clear with the introduction of Brave – consumers are getting smarter with their personal data and seeking new ways to avoid being bombarded by ads. Therefore, brands need to start providing real value with their brand messages in order to earn consumer attention or risk being blocked.