It's a given that our data is constantly being tracked and stored.

Google does it. Facebook does it. Even the now defunct Yahoo does it.

And Brave also does it.

But the way they handle their business is much different from the other companies I listed, and therefore much better to the end consumer.

When Google tracks your data, they take the data, analyse it and store it in a database filled with data from other users who have the same likes as you. More or less, this data is then served to advertiser's who then use this information to create ads you can't resist. And if you can't resist them ads, it's bye-bye money and hello product.

But Brave does it differently. And I love that.

Brave tracks your data, yes. But the data never leaves your computer.

This means that Brave has no central database(except the one where your passport, driver's license and national ID are kept) where your usage patterns are stored.

The browser notices the sites you check out,what you type into Google search and so on, and then using a complex algorithm they tailor ads already in their ad bank to your phone. 

This is the reason some users get more ads than others. Because if your usage doesn't match the ads in the ad bank, you won't get an ad. So no money.

This method of not storing user data is great for Brave and also great for consumers, but not so great for ad creators.

You see, now that they don't know what you're searching for at 1am in the morning, they can't tailor ads specifically for your use case.

So you do get ads you're interested in, but they don't feel as "for you" as a Google ad will.

But all in all, I think it's a great thing that our data remains in our browsers, where it belongs.