Brendan Eich, founder of Brave and creator of JavaScript, joined the show to talk about the history of the web, how it has been funded, and the backstory on the early browser wars and emerging monetization models. We also talked about why big problems are hard to solve for the Internet and the tradeoffs between centralization and distribution.
Brendan Eich: We donât know. Thatâs a great question. I think among the early adopters, lead users, yes they get it. A lot of them are outraged by the malvertising stories that broke this spring. And it was really great for us, because we had the late March malware on the front page of New York Times, then we had on 7th April⌠I woke up and thereâs a letter from The Newspaper Association of America, counsels us to cease and desist, but we havenât anything yet to actually cease and desist; those words donât occur in the body, but itâs full of threats and crazy legal theories, including that these Newspaper Association of America members own the copyright on those ads that we would be blocking. How could they own that, because itâs malware from Russia, or whatever? They donât own the copyright; those ads are injected by JavaScript in your browser, running on your page, communicating with third party sites with ad exchanges. Nothing to do with New York Times. Thereâs no creative work, ensemble work that has the ads.
I think the lawyers - itâs generally the associate GCs that join these trade groups, like Newspaper Association of America, now called The News Media Association⌠Newspapers have been in decades long of decline, but they view the ads as ink on paper. Itâs like weâre sneaking up to grandmaâs porch and weâre facing the ads that they printed on the Sunday New York Times and weâre pasting up our own ads to trick grandma into transacting with our advertisers and us getting a piece of that action.
First of all, we didnât do any such thing. We only talked about how it can be better if we did something like that. Second of all, thereâs no ink on page ad the New York Times owns. The ads are third party, theyâre placed with JavaScript. Another one of my guilty legacies with JavaScript is how itâs used for third party ads.
[51:02] Thereâs really a deep topic here. Will people appreciate it? I think mainly people appreciate speed in browsers, they appreciate safety, and weâre leading with those. Safety is a broad term, but I include privacy. People say, âOh, you canât market privacyâ, but you can. Snapchat built up a good cohort doing disappearing messages. People care about things like secure communications. WhatsAppâs doing end-to-end encryption.
People care after a crisis. Snowden changed things for a lot of people. I think as things evolve, weâll have more concern about privacy. Itâs often driven by crises and revelations. People just didnât know they had a problem until they had one. So we donât need to get too detailed on the economics, but I wanted to paint a picture because there is a lot of money exchanging hands here, a lot of middle players taking big cuts, very little for the publisher.
Brave cares about users first, and we think user attention is not fairly priced. We care about publishers, too. If you canât keep a website a going concern, the webâs in trouble, so weâd like to see publishers get paid better. Thatâs where we think, if we get the right experiments done with user opt-in and publisher opt-in, we could build a better (I almost wanna call it) promotion system. The idea with advertising online now â Joe Marchese, founder of TrueX (I think Fox owns it now) said this: âYouâre shotgunning peopleâs attention across ten thousand pages.â That means youâre wasting a lot of money, because first of all a lot of people guessed wrong, they didnât go to that site. Then youâre retargeting them, which bugs them. You cross the line and they get an ad blocker. Theyâre lost to you. What if you could just get the right information at the right time, in the right place, to the person whoâs likely to actually benefit from it and be happy with that marketing information? Thatâs the ideal model for advertising.
It solves whatâs called âWanamakerâs dilemma.â Thereâs this guy Jude Wanamaker who had a chain of department stores in Philly a hundred years ago, and he is alleged to have said - at least if I can get the quote right; itâs not clear if he actually said this - âMy problem with advertising is half my advertising budget is wasted, I just donât know which half.â Even then, he was shotgunning newspapers or catalog ads, and some of them missed the target.
Theoretically, with a very private system like Brave where your data is kept on device - we donât see it on our servers, we use zero-knowledge proofs to transact things like payments for donations or ad impression counts in aggregate; theoretically, you could keep that data secure; you could keep your own Facebook, your own Google, you could do your own ad business. It would be a very personal ad business; it would be a âright information at the right timeâ business. It would not be replacing one-for-one all those indirect ads that we block. It might even be using a different channel, like a full-screen video channel or a set-aside personal mall; some people might prefer to get an email once a week with promotions. These would be really well targeted, they wouldnât annoy you, they would give you a deep discount, because the marketing side wouldnât have to spend for those 10,000 ads, half of which or more (maybe 90% or more) miss the target.
[54:03] Thatâs the big idea with Brave. It goes to search too, because when you search with Google and Google does that great result - theyâre better than Bing, as I said; theyâll probably always be better. They have the oldest data set, they have the oldest machine learning thatâs co-evolved with it. But what about your keywords that you type in? Thatâs your data. Again, Braveâs point of view is you own your own data. Not just your browsing history, whatâs visible, how you open the tab from another, where you are scrolling, but also your keyword queries to search engines. And thatâs a very hot data set that you should benefit from and we should protect on your device. So weâre looking at the whole picture. And when I say anti-Google, I donât mean that in a hostile way, I mean somebody needs to build this. In a coming world where AI is everywhere, do you really need the cloud superpowers owning all your data? From your house, your cat, your own body monitors⌠I think there are scale advantages to the cloud and to clustering AI calculations there, but a lot of it is personal, a lot of it could be done in your home server, or even on your phone. So there should be tiers of AI and machine learning and tiers of data, where some of that data doesnât even leave your device. Maybe only abstracted summaries or anonymised summaries leave your device. Thatâs the really big vision here, and I think people will build this. I see more signs startups are doing this. Instead of building some surveillance device based on cookies or search or everything in the cloud, theyâre doing local computation and doing things that can be defensively secured in your pocket or in your house. Thatâs where Brave gets in.