Brave browser, developed by Mozilla co-founder Brendan Eich, filed complaints about breach of privacy in Ireland and Britain against Google, Reuters reported on September 13th.
Brave is an open-source blockchain browser, which blocks ads and website trackers. The browser is designed to improve online privacy by sharing less personal data with advertising customers, but by targeting web ads by analyzing the browsing behavior of the anonymized user.
The complaint states that Google and advertising technology (adtech) practice "large-scale" and systematic violations of the data protection regime "in the way they publish personalized online ads.
The complaint also explains that while a user is visiting a website, "tens or hundreds" of companies receive their personal data in order to post ads without informing users that their data is shared.
Therefore, the applicants are trying to activate provisions in the European Regulation on General Data Protection (GDPR), which would require an investigation of the European Union (EU) on Google data collection practices The GDPR is designed to ensure that individuals have more control over their personal data in the EU, as well as to deal with the export of personal data outside the Union, Johnny Ryan, Brave's chief policy officer, or Reuters:
"There is a massive and systematic data breach at the heart of the behavioral advertising industry. Despite the lead-in period of two years before the GDPR, adtech companies did not comply. "
While the complaint claims that Google is violating the GDPR requirement for the collection and distribution of personal data, Google would implement strong privacy protections under consultation with the EU regulators in order to comply with the regulations.  In April, Brave browser collaborated with the Dow Jones Media Group to test blockchain technology in digital advertising, where users earn Basic Attention Tokens (BAT) by engaging with ad content from verified publishers.
Eich said then that Brave tries to eliminate the intermediary in the advertising industry, stating that they are "trying to reconnect the funding that comes from gross payments after the fact by advertisers and are shot down by a group of average players, especially Google – and the remains are given to the publishers. "