A new browser, titled Brave, designed to run faster that other browsers and prevent irritating ads from loading has been released in a test version, according to cnet,.com.

The new browser from a startup company founded by Brendan Eich, one of the key figures in the development of Firefox, will work on Microsoft’s Windows operating system, as well as Apple’s OS X and on smartphones with the Android of iOS software.

Using his 10-person, San Francisco based company, Eich is looking to eliminate a lot of the harmful issues in online advertising, saying he wants to disconnect the bad system.

Brave’s browser, currently at version 0.7, looks to speed up the browsing experience by not only removing ads, but also elements on pages that track your online preferences and use other web elements to push ads to you based on your browsing habits.  The company is looking to refine the process of ad delivery to what is actually useful for you, while protecting your privacy at the same time.

How to make that work in the real world is the challenge facing the startup.  The browser will determine from your history what products in which your are interested, and will share that information with publishers that can place ads without having any other information about you.  The company says it doesn’t know or want to know any of the information.

Another challenge is getting internet users to switch to the new browser, and getting publishers to support Brave.  Initially, there will not be any ads, only empty spots where the ads would have been.  Eich hopes the publishers will begin to supply limited ads once he gets enough people to use the new browser, and that will become a revenue source for the company.

Depending on the success of the browser, the company is toying with the idea of sharing some of its advertising revenue with its users, in the form of a credit as in a subscription for paying publishers to remove some ads.

In addition to the privacy improvements, the company is promising a speed boost as well, saying it will load pages two to four times faster than other smartphone browsers, and 1.4 times faster that computer browsers.