A strategic partnership between Brave Software and the Dow Jones Media Group was announced on April 18.
Brave is a privacy-centric web browser on the Ethereum blockchain that utilizes an ERC20 token, the basic attention token (BAT), to monetize users' attention to advertisements. The company will soon provide access to "premium content" from the Dow Jones Media Group to select consumers on a first-come, first-served basis.
The collaborative effort is intended to advance the application of blockchain technology for media content and advertising. Specifically, the partners will evaluate how delivering content via Brave's digital advertising platform is received. To accomplish this, Dow Jones outlets Barron's and MarketWatch will become verified publishers on the BAT platform.
Similar moves have been made by AT&T and Bayer, both of which were reported to have enlisted the Amino Payments startup to track ads.