The problem is more nuanced than "they block someone elses ads, and display their own," though. Modern digital ads (since their start in the early-mid 90s, have

The problem is more nuanced than "they block someone elses ads, and display their own," though. Modern digital ads (since their start in the early-mid 90s, have been about data collection. In 2009, online advertising was further adapted to include a process known as Real-Time Bidding, where users are auctioned off (usually in less than 100ms) for each ad-slot on each page they visit. The ad industry has been transforming more and more into a system of _surveillance capitalism_. These changes to the digital advertising industry have driven mass adoption of ad and content blockers. In 2015, more than 500 million users were blocking trackers, and ads/content that relied on them. This protects user privacy and security, but hurts the sustainability of the Web we all know and love. Brave aims to deliver a fully developed solution. Brave's model (which is predicated on user-consent, and privacy-by-default) seeks to fully-solve the aforementioned problems. We offer advertising without compromising user trust, and better value to advertisers/publishers during the process. Perhaps most importantly is that Brave Rewards brings disillusioned users who once ran ad and tracker blockers back into the fold.