More than 600 million devices have ad-blockers installed, which combined with inadequate targeting hinders opportunities and harms advertisers.

The problem

More than 600 million desktops and devices have ad-blockers installed, which combined with inadequate targeting, hinders opportunities and harms advertisers as well as the websites themselves that will not profit unless there is a view or a click.

On the other hand, users are mistreated, under constant risk of malvertising and ads cutting their phone batteries by 21%. Publishers are being exploited by giants by the likes of Facebook or Google which they can take over roughly 70 cents of each dollar made from an advertisement. Basic Attention Token is developed on the Ethereum platform and built on an algorithm that rewards users with tokens based on their level of attention on an ad. It is beneficial to, and reciprocates all parties. However, these only occur on a unique browser, Brave, which blocks trackers and third-party ads. Users are in full control and choose the type of ads they want to be exposed to, resulting in a tailored advertising experience.

Brave browser

All parties involved are currently at a disadvantage. Publishers do not get the full share of the revenue as a large chunk is taken by third party ad services. Brave helps with targeting and keeping the suited audience as well as giving generated income directly to the publishers for free.

Albeit not directly profiting, advertisers objectively gain most from this platform. This is due to aforementioned tools that will allow upfront, tailored advertising reaching audiences willing to participate. Advertisers will also have the knowledge of what they are investing into without violating users’ privacy or collecting their detailed personal information.

Customers have developed distrust towards any kind of advertisement. They mostly find them irritating, insignificant and fraudulent. Brave and BAT will allow customers to view advertisements they choose without intrusive pop-ups. What is more, they will be rewarded to see the content directly matching their interests, whilst having their privacy protected.