Brave Software–the developers of the privacy-focused Brave browser, and NYIAX—the New York-based platform that describes itself as the first futures trading marketplace for digital advertising contracts, are partnering as per an update on July 9, 2020.
The California Consumer Privacy Act (CCPA)
The deal will see advertisers connect with consumers only after the latter’s consent in light of the California Consumer Privacy Act (CCPA) enforcement that came into effect on July 1, 2020. CCPA is a comprehensive and broad-reaching privacy act in U.S. history.
The regulation demands companies to furnish consumers with more information about what’s being done with their data.
Notably, a California resident can now request for more control of collected data.
Brave Browser Privacy
The Brave web browser is private and designed such that they are unaware of the identity of the surfer or the website visited.
Interestingly–and going against the grain, the company doesn’t store the data of a surfer’s web history. Also, personal data aren’t written on the transparent Ethereum blockchain.
On the revenue side of the equation, users wishing to receive BAT rewards whenever they view advertisements must switch on Brave Rewards.
Thereafter, they will be assigned a wallet by Uphold. All adverts are inferred from the browser’s interest but remain private and anonymous. Brave’s privacy-first approach has so far impressed the founder of NYIAX, Carolina Abenante.
This partnership, he said, will teach the “entire industry the true value of the next generation of consumer advertising.”
Brave Revenue Streams Will Increase, NYIAX Not Exposed to Risks
By collaborating with NYIAX, advert contract traders in the platform’s upfront marketplace will in days ahead reserve or buy future inventory options guaranteeing that their brand advertisements only reach Brave users who have switched on the “Brave Rewards” option.
At the same time, the availability of Brave inventory presents no risk as far as compliance with CCPA is concerned.
This way, Brave will increase their revenue streams since they can strike upfront deals with NYIAX buying partners, giving them an edge over competitors.
According to the CEO of Brave, Brendan Eich, internet surfers are in charge of their personal choices and experience.
In his own words:
“Brave has always been a champion of personal privacy and we believe in the power of rewarding user attention and participation. Through our partnership with NYIAX, advertisers will now see the value in using the power of blockchain to put users in charge of their experience, and to fix the lack of transparency and trust that currently hurts the advertising industry.”
On July 9, BTCManager also reported that Brave Software partnered with bitFlyer to create a crypto wallet.
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