If you spend a lot of time on your mobile device researching school assignments, you should switch to the new, free Brave browser. Brave Software aims to stop online ads from invading your privacy and slowing down the Web.

This mission is not the same as trying to blocking all ads. The growing use of ad-blocking technology from browser extensions is forcing website providers to block visitor access until they turn off all add-blockers.

Why are ad-blockers so popular? Online ads and the numerous technology that advertisers embed in them track and profile website visitors. This poses huge security threats to your privacy. It also impacts your convenience.

Ad blockers do more than protect your privacy. They let websites load faster. They free users from tolerating distracting pop-ups. More importantly, ad blockers protect you from malware delivered through ad networks.

If you spend most of your day sitting in lecture halls and labs, ad blockers keep your phone’s battery from draining. And they also keep your data plan from draining.

Many ads are not optimized for mobile browsers, so you wait longer for a website to load on your tiny screen. This repeatedly costs you financial and electrical juice.

Some 198 million people actively use ad blockers, according to PageFair. According to research firm eMarketer, spending on digital ads reached $170.17 billion worldwide in 2015. Getting online publishers to use minimally intrusive ads could be the only sensible solution.

Brave’s New World

Brave screenshot 2

This is where the new Brave browser comes into play. Brave Software is the brainchild of Brendan Eich, President and CEO of Brave and former Mozilla Firefox CEO.

Brave’s concept tries to balance the use of ads that pay website operators for the subscription-free content. If it blocked ads entirely, free web content might begin to disappear for users with ad-blocking add-ons in traditional web browsers.

Instead, Brave replaces ads that infringe on privacy or are too demanding on system resources. It swaps them with ads that do neither. By watching a user’s browsing behavior, Brave generates interest-area keywords that less intrusively match the troublesome ads it blocks.

Brave gets these keywords from Sonobi and ad agencies. The actual keywords are sealed within the browser so advertisers can not access them. This keeps users’ private browsing behavior away from prying eyes.

Brave browser is available for both iPhones and Android phones. Versions for desktop computers are still being developed.