Basic Attention Token radically improves the efficiency of digital advertising by creating a new token that can be exchanged between publishers, advertisers, and users. It all happens on the Ethereum blockchain.
The token can be used to obtain a variety of advertising and attention-based services on the Brave platform. The utility of the token is based on user attention, which simply means a person’s focused mental engagement.
Digital advertising is overrun by middlemen, trackers and fraud.
Users are abused
Up to 50% of the average user’s mobile data is for ads and trackers, costing as much as $23 a month.
Ads use about 5 seconds of mobile load time on average.
Ads decrease phone battery life by as much as 21%.
Privacy is violated when large media sites host up to 70 trackers.
Malware (malvertisements, ransom-ware) is up 132% in one year.
Publishers are hurting
- Google and Facebook take 73% of all ad dollars and 99% of all growth.
Revenue is recently down 66%.
Bots inflicted $7.2 billion in fraud last year.
Over 600 million phones and desktops run ad-blocking.
Publishers cannot seamlessly monetize value added services.
Advertisers are losing
- Advertisers lack good information on what they are paying for.
Marketers are often fooled by bogus websites and bots that commit fraud.
Targeting is poor, making users more likely to ignore ads.