Clearing Google's hurdle, Brave's ad-blocking browser arrives - CNET

San Francisco-based Brave is trying to change the situation by adapting ad technology that is less intrusive to individuals and that lets online companies continue to run ad-supported businesses.

The startup blocks online ads and related tech that advertisers use to track and profile you when you visit websites. However, Brave will at times replace those ads with others targeted in a way designed to better respect user privacy. Specifically, the browser watches your browsing behavior and generates interest-area keywords it shares with advertisers. The private data stays sealed up within the browser, and Brave says it doesn't know any of it -- or any other information about you.

Apparently Brave's approach befuddled Google's app checkers. They initially told Brave their browser violated section 4.4 of Google's Android Developer Distribution Agreement, which bars software that "interferes with, disrupts, damages, or accesses in an unauthorized manner the devices, servers, networks, or other properties or services of any third party including, but not limited to, Android users, Google or any mobile network operator."

Google declined to comment on why it rejected the initial app submission or Brave's first appeal two days later.

Sources familiar with the situation, though, said Google's initial assessment was that Brave blocked ads in other apps and that it took the intercession of an influential Google insider to help draw attention to the matter.

Google has permitted ad-blocking browsers in Google Play, including Eyeo's Adblock Browser, made by a top ad-blocking company, and Rocketship Apps' Adblock Fast, which blocks ads in Samsung's browser. Google barred Adblock Fast from Google Play earlier this month but then reinstated it.

Brave, still in testing and missing many features available on competing browsers, is also available for Windows and Mac computers. The company faces an immense challenge attracting a large number of users in a browser industry that's highly competitive and dominated by tech giants Google, Apple and Microsoft.