>For users, Brave is still going to collect data about you. As Brave puts it, “When you join Brave Rewards, your browser will automatically start tallying … the attention you spend on sites you visit.” Brave will then feed this data to their “ad matching” algorithm to target you with ads. Oh, sorry—in Brave’s ad marketplace, “users become partners instead of targets”, so I guess they’ll “partner” you with ads. Feel better?
>By the way, Brave says its “ads ... do not collect information about you”. But obviously, Brave itself still does—they explicitly say so—because it’s essential to their “ad matching” algorithm. Advertisers, in turn, buy access to this algorithmic targeting. Thus, advertisers may not have the data, but they get the benefits of the data.
>This shell game around privacy is a recurring theme. For example, Brave boasts that the ad matching “happens directly on your device” and that they don’t upload your personal data to the cloud. Well, right—they don’t need to, because you’ve already done them the huge favor of installing their browser, thereby making it easy to feed at the trough of your personal data. Moreover, this “local storage” wrinkle doesn’t take Brave out of the business of collecting, storing, and profiting from personal data (which is, in fact, their entire pitch to advertisers). Just the uploading of it. If targeted web advertising is a shit sandwich, then Brave is merely cutting off the crusts.
Don't fall for this scam