Digital advertising is broken. It is a market filled with middlemen and fraudsters, hurting users, publishers and advertisers. The Basic Attention Token (BAT) was developed to address this. BAT, an ERC20 token built on top of Ethereum, will be the token of utility in a new, decentralized, open source and efficient blockchain-based digital advertising platform.
In the ecosystem, advertisers will give publishers BATs based on the measured attention of users. Users will also receive some BATs for participating. They can donate them back to publishers or use them on the platform. This transparent system keeps user data private while delivering fewer but more relevant ads. Publishers experience less fraud while increasing their percentage of rewards. And advertisers get better reporting and performance. The first part of the solution, the Brave browser, is already operational. Brave is a fast, open source, privacy-focused browser that blocks ads and trackers, and contains a ledger system that anonymously measures user attention aggregate to accurately reward publishers. The next step is introducing BAT.
- Will be built in the Brave browser, which automatically blocks ads and trackers, making it faster and safer than another browsers - improves the efficiency of digital advertising by creating a new unit of exchange between publishers, advertisers and users - The value of the token is based on user attention, which simply means a person’s focused mental engagement
Attention. There is a risk that unverified members are not actually members of the team
While BAT may be behind on some milestones, the scope of accomplishments achieved so far outweighs any reservations relating to the roadmap. Real adoption of blockchain-based applications will likely come from projects such as BAT that bring meaningful change to industries ripe for disruption, and this process will take time. At this pivotal moment, the success of the project since its inception foster a largely positive outlook for the future. With a current price around $0.24 and a potential breakthrough around the corner, we’ll consider adding some BAT to our bag.
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