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This is supposed to be achieved by having Brave automatically block all malware and unwanted trackers used by the advertising middlemen. Brave is an open source browser built with the primary goal of delivering advanced privacy and speed to its users. To make the attention tracking possible, the initial stage of the BAT platform implementation involved its integration with the Brave browser which was developed by the BAT team. The main unit of measurement here is the user’s mental engagement or “attention” invested in viewing digital advertising content.
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The process starts with the tracking of the level of engagement the users have while interacting with digital ads, and the storing of the related data in a distributed ledger on the BAT platform. To counter this, the Basic Attention Token platform was designed with a comprehensive approach in mind, aiming to help all the parties in the digital advertising industry chain. BAT Token’s Integration with Brave Browser At the same time, frauds involving ads caused USD 6.5 billion in damage in 2017 alone. Just in the UK, these giants are forecast to collect over 70% of the total digital advertising spending. Revenues in this segment are now actually increased by having the ads removed, while the market faces the long-term duopoly of Facebook and Google as the main middlemen in this process. As the users try to avoid the ads that accompany content, they inadvertently hurt the sole source of income for many publishers. Illegal tracking of data and excessive advertising has led them to face difficulties in using online ads to monetize their content. The state of modern day digital advertising can be described as hurtful for the content creators and publishers as well. All of this contributed to increasing resistance to this approach from the current generation of ad-blind users who are now less likely to provide private data and frequently resort to installing ad blockers. In addition to being borderline illegal, this approach led to an increase in the use of mobile data for ads and trackers, rise in tracking malware, longer loading times for mobile users and decreased phone battery life due to ads. As the numbers of clicks on these ads dropped together with the revenues, the businesses responded by starting to gather the users’ private data and checking their browsing histories without prior approval. These ads kept annoying the users since they were frequently irrelevant to their interests and hard to avoid. The reason for this is the fact that intrusive ad placements had initially failed to deliver the goods when it comes to revenues. In the case of the users, the main identified problem is the erosion of their privacy and unsolicited tracking of their activities online. Key issues with the digital advertising market the BAT aims to fix actually affect three main parties in this market.
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BAT Wants to Change Current Digital Advertising Landscape The final piece in this chain are the advertisers within the BAT ecosystem which provides them with insightful analytical data for better management and targeting of their ad campaigns. The BAT token aims to do this by allowing the users to be compensated for the “attention” they give to the ads shown online, while the publishers can have more direct access to their earnings with the removal of the intermediaries. The BAT project was launched in response to what its creators saw as increasing monopolization of the advertising business which leaves publishers and users on the receiving end.Īt the same time, it aims to correct others issues related to digital advertising, such as compromised user privacy and an increasing number of ad frauds. The BAT ecosystem is a decentralized open-source platform for advertisers, publishers and users who feel that the modern-day digital advertising is rigged in favor of intermediaries and large players such as Facebook or Google. Basic Attention Token is a digital advertising token which runs on the Ethereum blockchain.