The digital news and entertainment company Cheddar is teaming up with Brave — a privacy browser that utilizes a blockchain-based advertising system — to offer individuals three months of premium Cheddar content for free.
According to Cheddar CEO and founder Jon Steinberg’s statements in a press release, the platform’s customers are very interested in cryptocurrencies, which inspired the team to partner with a blockchain-based company in the first place. Cheddar offers a show about digital currencies called “The Crypto Craze.”
“The idea of unlocking our premium feeds for Brave users via crypto funding with no sign-up seemed like a natural way to engage a passionate community that will no doubt enjoy our content,” he said.
Brave garnered international attention in the summer of 2017 when its ICO raised over $36 million in just 30 seconds from 190 participants, making it one of the fastest-earning ICOs in the history of crowdfunding.
Brave works by allowing customers to forgo the traditional advertising model utilized by internet giants, like Google and Facebook, and choose which ads will target them in exchange for the cryptocurrency Basic Attention Token (BAT). The platform ultimately blocks content that follows customers and shields them from unwanted advertisements and related material.
Since late 2018, Brave’s CEO Brendan Eich has struggled to heighten privacy standards for online web browsers, going so far as to write to the U.S. Senate in October 2018 and request that it implement GDPR-like protocols for internet users in America. (Utilized by the European Union, GDPR stands for General Data Protection Regulation and seeks to limit the sharing of individuals’ private data.)