However through this process, what is gained in efficiency is lost in the quality of ads shown to relevant users. These middlemen help broker deals between publishers seeking ads, and advertisers seeking publishing space. The Brave browser significantly reduces bandwidth by blocking irrelevant ads while serving only those that fit the users interests based on attention monitoring within their device.īAT also aims to displace advertising networks (or 'ad exchanges’). Reducing Data Costs & Replacing Centralized Ad NetworksĪccording to the New York Times, $23 of the average users monthly phone bill goes towards paying for the bandwidth spent on ads and trackers, resulting in 21% less battery life.ĭata from the following publishers shows how the cost of downloading ads + tracking is a large portion of the cost of content: Image Source: Īs Brave Co-founder Brendan Eich describes it, “we’re paying to be bothered by ads”. Today, digital ad services use Cookies and other 3rd party trackers, which often fail by serving ads for products that users have already bought. The company also boasts its use of Machine learning to provide a superior process for tracking user activity in order to share more relevant ads. This process enables BAT to more effectively measure user attention and accurately reward publishers and users. Other pieces of data (such as type of content being viewed) are included and sent to the Brave ledger system, which records and sends payments to the publisher and user based on the final attention score. The browser calculates an ‘attention score’ based on whether a page is viewed for a minimum of 25 seconds, and the total amount of time that is spent on that page. Advertisers get better ROI as a result of a more accurate and incentive based systemīrave takes the unique approach of measuring attention at the browser level, meaning it keeps track of user engagement within an active tab in real time, showcasing relevant ads based on time spent scrolling over specific content in the tab.User attention is monitored on their devices and in the Brave browser using machine-learning technology (private data always remains contained within the devices being used). Advertisers pay Publishers in BATs to have their ads viewed by users.The advertising ecosystem has become rife with data exploitation (users personal data being exploited, as well as the high costs of data from downloading irrelevant and impersonal ads) and inaccurate reporting of user engagement.ĭemand for BAT, an ERC20 token, will be driven by the following factors: The industry seems no longer capable of aligning incentives between advertisers, publishers and users. This is evidenced by the growing demand for ad-blocking software, which now operates on over 600 million mobile devices and desktops globally. The token and Brave project is quite an interesting one as it is trying to solve some fundamental problems that exist today with digital advertising.įor example, consumers are growing ever more conscious of how their data is being misused by social media companies like Facebook. On this browser publishers, advertisers and users are all incentivized to help each party generate the most value. The Basic Attention Token is the native token that is used in the Brave ecosystem.īrave offers a privacy-focused browser that shields users away from 3rd party ads and trackers. I will also take a look at the Brave ecosystem and the long term use cases for the BAT token. In this Basic Attention Token review, I will attempt to answer just that. However, is it really worth all of the hype? They are also using the in browser rewards to earn BAT in exchange for their attention thereby further driving demand for the tokens and browser. This privacy enhanced browser is increasingly popular and people are downloading it in their droves. The Brave browser and its native Basic Attention Token (BAT) is one of the most revolutionary concepts in online digital advertising to date.
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