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A lucrative partnership has been signed between privacy-focused web browser developer Brave Software and the Dow Jones Media Group this week.

The new deal is designed to test blockchain technologies usefulness in digital publishing while bringing brand awareness to a new wave of potential premium digital content subscribers.

A limited number of users who download the Brave browser will be granted full access to one of two Dow Jones Media Group global brands, either Barrons.com or a premium MarketWatch newsletter. The experiment is designed to test Brave’s blockchain-based digital advertising and services platform, which is to be fully integrated with Brave Software proprietary crypto-token, the Basic Attention Token (BAT).

BAT, an ERC-20 token, aims to monetize user’s attention anonymously and transparently to increase the efficiency of digital advertising using a decentralized approach. A fully-fledged, working BAT platform would increase revenue and growth for relevant parties (instead of internet giants such as Google and Facebook), it would also mean less irrelevant advertisements for consumers.

Daniel Bernard, Senior Vice President at Barron’s describes the deal:

Our partnership with Brave is an exciting and innovative step for Dow Jones Media Group. As global digital publishers, we believe it is important to continually explore new and emerging technologies that can be used to build quality customer experiences.”

The Dow Jones Media Group hosts a portfolio of top financial and luxury brands that includes Financial News, Mansion Global, MarketWatch and Barron’s, as well as millennial personal finance brand Moneyish. Dow Jones Media Group is an arm of Dow Jones, owned by News Corp.

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