Basic Attention Token

Basic Attention Token (BAT) is an Ethereum-based token that can be used to access various advertising and engagement services on the Brave platform, a new digital advertising system on the blockchain. User behavior is tracked using the Brave browser, and users who post content are rewarded accordingly in BAT.

BAT will represent what is called "user attention", which means that this token will be equal to some quantitative representation of the ads shown to users.

The team offers a system that will prevent other trackers from monitoring your online presence. If you decide that you want to see ads, you will be rewarded with BAT tokens and will only see ads that are generated from your browser-level activity alone.

The ecosystem will include publishers, consumers and advertisers. The advertiser will buy BAT tokens to exchange them for user attention and pay publishers. Publishers are going to receive payments in BAT and then exchange for real money. If users want, they can view ads and get some BAT for it.

Digital Advertising Challenges

This area is now oversaturated with fraudulent organizations; torrent trackers and malware that flood resources with advertising are direct proof of this.

But the field of digital advertising itself is very promising, but due to the use of ad blockers, such as AdBlock, they cause damage to this field in the amount of $7,2 billion. It is estimated that AdBlock is installed on 600 million devices, which greatly distorts information about the number of users who are reached by advertising.

Users abuse

• 50% of a typical mobile user's data is spent on downloading ads and trackers, meaning users are spending more on data each month than necessary
• On average it takes about 5 seconds on mobile devices, on average
• Ads reduce phone battery life by as much as 21%
• Large media sites accommodate up to 70 trackers on a single page, meaning that each user's privacy is constantly being violated
• Malware, including malvertising and ransomware, grew 132% in one year

Advertisers are losing

• Advertisers fight for access to good information
• Marketers may be deceived by bogus sites or fraudulent bots
• Targeting is not precise, meaning users are more likely to ignore ads when the ad is not relevant to their needs

The Brave Attention Token is based on the Ethereum blockchain. It is a decentralized, transparent digital ad exchange built on two core components: the Brave Attention Token (BAT) and the Brave Browser.

Brave is a unique browser launched last year. This open-source, privacy-focused browser blocks abuse and tracking while allowing publishers to generate advertising revenue. Brave Browser uses a registry system that anonymously captures user attention in a way that accurately rewards publishers.

The main attention token, meanwhile, is a unit of exchange between publishers, advertisers and users. The token is received from – or denominated – the user's attention. Attention, as mentioned above, can be defined as “focused mental interaction.” In this case, users focus on advertising.

The focus ecosystem is based on the two parts mentioned above. Basically, Brave Browser knows where users spend their time, which means the browser can be used to calculate and reward publishers with BAT. This leads to the creation of a transparent and efficient digital advertising market based on the blockchain.

All the benefits : publishers earn more revenue because intermediaries and fraud are reduced. Users who prefer to receive fewer ads but are more ad-oriented are less susceptible to malware. And advertisers receive better information about their spending.

Here are the benefits for each of the three parties that make up the digital advertising ecosystem:

• Users: Users receive BAT to focus on advertising. The user's attention is managed privately on the device using the "Brave" browser, and the user's personal data never leaves their device.
• Advertisers: advertisers achieve higher ROI, improve targeting and reduce fraud.
• Publishers: Publishers receive BAT based on user attention. As inefficiency decreases, revenues increase.

One of the key components of basic attention tagging is the Anonymous Shield, which protects users. This screen prevents advertisers and publishers from collecting information from users or tracking them across the Internet.

Development prospects

The project of the Basic Attention Token cryptocurrency and the new high-speed Brave browser has significant potential for development. The idea of ​​creation offers the user a comfortable environment for using the Internet, as well as the opportunity to receive rewards for certain activities.

In such conditions, the proposed advertising will be aimed at what the user needs. Unsolicited and intrusive offers, fraudulent and malicious links are excluded. At the same time, the Brave browser guarantees high data processing speed and system performance.

The relevance of the project was confirmed by the Basic Attention Token ICO held in May 2017 - about a billion coins were sold in a minute, the total amount of investments raised was about $35 million. Such indicators highlight the relevance of the platform among companies and ordinary users.

Analysts confirm the prospects of the Basic Attention Token project - even if the user is not interested in high-quality advertising, he will receive an excellent fast browser for surfing the Internet. Advertisers, for their part, receive an analysis tool that offers up-to-date data on user activity.

The Basic Attention Token project ultimately becomes beneficial for all its participants, but for some users it also has negative consequences. The developers pay special attention to the protection of copyright holders - torrents and other sites with pirated content will also be blocked.

As a result, the Brave browser becomes a streamlined tool for accessing the Internet. Due to active user and investor support, the Basic Attention Token project has significant potential for further development.

Useful links:

• Project website
• White paper
• Bitcointalk
• Medium
• Twitter
• Reddit
• Telegram