Brave: el navegador web que treballa amb Blockchain
El gener de 2016 naixia el nou navegador web Brave, de codi obert basat en Chromium, de la mà de l’ex-CEO de Mozilla i creador de Javascript, Brendan Eich. L’objectiu principal del nou navegador és protegir la privacitat i gestionar els anuncis de forma diferent a la tradicional, així que pot canviar la manera de tractar la publicitat en el màrketing online.
Un dels avantatges d’aquest navegador web és la navegació més ràpida i més segura, és a dir, una navegació millorada per a l’usuari. Per a aconseguir-ho elimina components que perjudiquen l’experiència de navegació, com per exemple anuncis, scripts, elements que fan el seguiment de les sessions dels usuaris… alleugerint la mida i reduint el temps de càrrega, alhora que el navegador t’avisa del que està realitzant.
Pel que fa a la seguretat, Brave acaba amb el “malvertising” , un tipus de publicitat que instal·la malware als dispositius sense que l’usuari se’n adoni. Alhora, estableix connexions segures amb la integració del HTTPS Everywhere, i bloquegen píxels i cookies de seguiment. La integració de Brave amb Tor ha fet que la privacitat sigui encara més ferma ja que les tecnologies de Tor protegeixen la informació fent rebotar aleatòriament les comunicacions a través d’una sèrie de servidors intermediaris, pel que fa gairebé impossible que puguin rastrejar el que s’està fent.
Des de la companyia es planteja un nou model de negoci publicitari. Es tracta d’oferir publicitat, de manera acceptable. És a dir, el navegador mostrarà anuncis sense recol·lectar dades de l’usuari. S’ha construït un sistema anomenat Brave Payments en el que els usuaris contribueixen amb pagaments als proveïdors de continguts que visiten mitjançant pagaments a través de carteres Bitcoin i de la tecnologia Aonize que proporciona una capa d’anonimat addicional pe protegir les transaccions. En aquest punt és on entra en joc el Blockchain, la tecnologia base de Bitcoin i altre criptomonedes per a ajudar a que el consum de continguts a Internet sigui més eficient per part d’anunciants, proveïdors de contingut i usuaris.
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La forma de finançament del projecte Brave va ser mitjançant una ICO (Initial Coin Offerings) en la que van crear la seva pròpia criptomoneda anomenada BAT, en van vendre 1.000 milions a un valor de 35 milions de dòlars.
Brave reintroduirà els anuncis de manera més controlada, eficient i privada que actualment. El navegador permetrà llançar anuncis als usuaris mitjançant un catàleg d’objectius segons la regió i el llenguatge natural de l’usuari. L’usuari rebrà un anunci privat per dia, en una pestanya separada i rebrà una retribució en BATs del 70% que l’anunciant es va gastar al enviar-te cada anunci en que et fixis. Brave permetrà a l’usuari cobrar i convertir els BAT en dòlars, bitcoins o una altra moneda.
Brave posa a prova les pàgines web que no estan optimitzades per un bon servei de posicionament web SEO, ja que les estratègies SEM Adwords i Social Ads deixen de funcionar al capar anuncis.
En resum, estem davant d’un innovador navegador web que es basa en l’intercanvi publicitari digital, descentralitzat i transparent, basat en Blockchain. Però, es convertirà en una nova forma de tractar el màrketing online basat en la publicitat?
