Monday, January 25, 2016

A New and "Brave" Web Browser

Brendan Eich
Anybody who knew Brendan Eich knows that he is very determined and could easily make a comeback after experiencing and setback.

He's the creator of JavaScript and one of the founders of Mozilla, the organization behind the Firefox browser, so he knows a thing or two about the web.

However, in 2014, after being appointed CEO of the Mozilla Corporation, he found himself at the middle of a firestorm. Eich had donated to Proposition 8, a Californian ballot initiative that aimed to define marriage as between one man and one woman.

When news of the donation became public, he was highly criticized by the minority, but loud, members of the lesbians, gays, bisexuals and transgender (LGBT) groups, and ultimately resigned from the role.

Eich is now launching a new startup, called Brave, that aims to "fix" a problem with the modern internet — adverts, more specifically politically unacceptable adverts like same-sex marriage and LGBT rights.

Advertising is sick, Eich says. It's intrusive, tracking users with "cookies, tracker pixels, fingerprinting, everything," and slowing the internet down to boot — and as a result, users are increasingly turning to ad blocking software to eliminate them altogether.

Eich's solution: A new web browser that blocks all adverts by default — and then replaces them with new and acceptable ones.

Brave (the browser) is going to have adblocking software baked into it. This, Eich told Business Insider in an interview, will have two benefits: Privacy and speed.

First, privacy. Modern advertising is invasive, building up profiles to target users more effectively with ads. This is why people use anti-tracking plugins have proliferated. Brave "preserves data sovereignty, anonymity," Eich said.

Next, speed. Ad tech and trackers can significantly slow down the time it takes to load pages. So by stripping out this extra junk, you can see impressive speed gains — two to four times faster, Eich claims.

He says that for another browser to match Brave's speed "out of the box ... you need to add [the plugins] Ghostery,, Adblock Plus, [and] even then you have to tune them."

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