In a blog post launching the company, Eich described the internet as facing a "primal threat" due to the disruption of the traditional ad-supported, free web, and how with Brave, he hopes to build "a solution designed to avert war and give users the fair deal they deserve for coming to the web to browse and contribute".
"We are building a new browser and a connected private cloud service with anonymous ads. Brave browsers block everything: initial signaling/analytics scripts that start the programmatic advertising 'dirty pipe', impression-tracking pixels, and ad-click confirmation signals," said Eich.
However, the browser isn't simply an ad blocker, and indeed Eich describes it as "browser-based ad-tech platform". Once the standard ads are removed, Brave will insert ads into a small number of standard-sized spaces on pages using a cloud robot. These ads are targeted using "browser-side intent signals phrased in a standard vocabulary" and don't make use of either persistent user IDs or cookies.
Brave is presenting its browser as a way of improving both speed and privacy when navigating the internet, eliminating data-consuming ads and tracking software to improve loading times by up to four fold.
According to Eich, Brave will also be a good deal for publishers, providing them with a new programmatic network that cuts out any ad-tech middlemen and providing them with around 55 per cent of ad revenues (of the remaining portion, 15 per cent goes to Brave, 15 per cent goes to the ad supply partner and 10 to 15 per cent will go directly to users, enabling them to make micro-payments to certain publishers and remove ads entirely if they choose to).
"Brave is the only approach to the web that puts users first in ownership and control of their browsing data by blocking trackers by default, with no exceptions," said Eich. "The same could apply to other kinds of data, and with your help, we hope to grow big enough to serve users' interests above all others'."
Brave will be available on Android and iOS when it launches later this year, as well as Windows and OS X for desktop, and has already raised $2.5m (£1.77m) in angel investment so far.