One case in which Brave does not want to replace website ads is for sites that run their own ad networks, or ones which have a contract with an ad network expre

One case in which Brave does not want to replace website ads is for sites that run their own ad networks, or ones which have a contract with an ad network expressing that they will not resell user data. A large part of their motivation hinges on ad networks routinely reselling user data without express consent. The business opportunity assumes users will pay (in this case by viewing ads to benefit Brave, the website owner, and themselves) for the privilege of not having their browsing habits tracked. If the net result of this experiment is that websites move toward non-tracking ad networks with legal protections against reselling user data, users no longer have incentive to use Brave, but it's a net win for user and website owner.