But Brendan Eich, the controversial creator of the JavaScript programming language and cofounder and former CTO of Mozilla, thinks his company Brave Software has found a way to revive that old idea.

Brave makes a browser based on Google Chrome that blocks tracking scripts and other technologies that spy on your online activity.

So you still won’t see ads on WIRED.com, but you might see them elsewhere on your screen.

Today, ad networks pay sites like WIRED.com for ad space and web browsers like Brave and Chrome deliver content from those publishers to users.

Instead of paying publishers directly, ad networks would pay Brave, which will pass part of the money to users—and eventually to publishers—and keep a cut for itself.

By handling advertising in the browser on your device, Brave says it will be able to target ads without sending your data to the cloud, and protect your privacy.

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