One of the founders of Mozilla and the creator of JavaScript, Brendan Eich, is coming back to Silicon Valley with a browser that blocks ads by default. Not only that, it also replaces them with new ones.

Eich had faced major backslash in 2014 when he donated to a California-based initiative that tried to define marriage as between one man and one woman. This gave rise to a spur of negative News relating to him, eventually leading to his resignation as CEO of Mozilla, the creators of Firefox Browser.

He now aims to fix a major problem faced by everyone who uses the internet. Advertisements. According to him, "We need to clean the swimming pool.

Only by doing that can we build a better ad model for publishers as well as users." The answer -- Brave.

Brave is the first web browser that sports built-in ad-blocking software. The main idea is to block all "bad" adverts (Malverts) and show tags based targeted advertising to the user. These ads with intrusive user tracking through tracker pixels and cookies not only have serious privacy concerns but also slow down the internet speed by taking up a large amount of bandwidth even if you have Li-Fi.

Though the model used by Brave is not completely new, the company does make a 'brave' statement by bypassing conventional advertising and replacing it with ads by Brave and its partners. The difference with Brave is that not only does it keep its ad-block-and-replace model very transparent with its publishers, users, advertisers, and agencies, it also gives each of them a cut from the ad revenue.

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55% of the revenue goes to publishers, 15% to Brave, 15% to agencies, and the remaining 10-15% to the customer. Those earnings can then be used by users to make micro-payments to publishers they like in order to enjoy an ad-free experience.

The start-up has raised $2.5 million angel investment up till now and will continue to seek more. The browser is expected to launch later this year and will be compatible with Windows and OS X on desktop, and Android and iOS on mobile. Based on Chromium, the open source software behind Google's Chrome, Brave will also be open source. 

Google has recently announced the likely merger between Android and Chrome OS. With so many browsers being launched, each proposing a unique proposition in itself, and with so many ad blocking extensions which seem to work fine, it will be interesting to see the value users see in Brave.