Blog Insight

GLG Trend Report Excerpt:
Browsing and Opt-In Advertising

In the second excerpt from the GLG Trend Report: The Impact of Cryptocurrency, I examined the structure of Web 3.0. In this third excerpt, I’ll take an in-depth look at the future of web browsing. Cookies, personalization, user tracking—it’s all about to change in a big way.

If you’re ready to read the full report, download it here.

What It Is

Now that we are all fully recovered from the last round of browser wars, it’s time to focus our attention on the future state of web browsing. Maybe future state is a bit of a misnomer, because this is already happening (like much of what is happening in the crypto universe that is not yet fully visible to the wider public). Browsing as we know it is about to change in a big way.

Players like Brave ( are changing the game by making the web “safer, faster, and ad-free.” The Brave browser is built on the principle that digital advertising is inefficient, slows down the user experience, and increases costs for everyone involved, from users trying to protect their privacy via ad blockers and other technologies to keep advertisers out, to advertisers that are spending like crazy to get the attention of users at the expense of content.

Brave’s reversal of this cycle is based on a technology called the Basic Attention Token, or BAT. Through use of the token, Brave’s technology anonymously and securely rewards content providers and advertisers when they capture the user’s attention, thereby creating a more trusted and valuable exchange between the three stakeholders. Even users will get a cut in getting tokens back from advertisers (should they choose to accept ads) that can be used to reward their favorite content providers.

Why It Matters

The creators of Brave and BAT—the same people who brought us Firefox and JavaScript—see this new model as a way to eliminate fraud advertising, create a hyperaccurate methodology for ad targeting and conversion, and keep content providers in business, all while speeding up the web experience by removing the tracking tags and pop-ups that slow browsers down, consume valuable network and storage resources, and generally degrade the user experience.

Finally, the ever-elusive holy grail of the attribution model can be created anonymously on BAT-based campaigns to confirm a sequence of events without ever exposing the user’s personal data.

Currently, Brave offers a healthy range of advertising formats designed to work harmoniously with content providers and the privacy preferences of the user.

Check out more about how the Brave ecosystem works:

2. Matt Burgess, “A New Privacy-First Browser Can Replace Chrome on All Your Devices,” WIRED website, November 17, 2019.

In the upcoming fourth excerpt from the GLG Trend Report, I explore priceless cryptokitties.