What I understood: the ad-matching algorithms and click-stream tracking takes place only on the client side. And since it's open source you could theoretically

What I understood: the ad-matching algorithms and click-stream tracking takes place only on the client side. And since it's open source you could theoretically verify that none of this data is leaking. >Also, what happens to actual real ads? Are they blocked and replaces by their own ads by the browser? Not sure. Ideally, the content provider is on-board with the scheme and will be compensated by "tokens" (which have monetary value) based on Ethereum. It's all actually quite clever, but faces obvious "chicken-and-egg" problems.