"Digital advertising is broken. The marketplace for online advertising, once dominated by advertisers, publishers and users, has become overrun by middleman" ad exchanges, audience segmentation, complicated behavioral and cross-device user tracking, and opaque cross-party sharing through data management platforms. The solution is a decentralized, transparent digital ad exchange based on Blockchain. The first component is Brave, a fast, open source, privacy-focused browser that blocks third party ads and trackers, and builds in a ledger system that measures user attention to reward publishers accordingly. Brave will now introduce BAT (Basic Attention Token), a token for a decentralized ad exchange. It compensates the browser user for attention while protecting privacy."
What we don't like:
For the Basic Attention Token to have due success it will require adoption of the Brave browser. Considering how functional the browser is and how well it performs, they may have the ability to extract users from the most popular browsers like safari and chrome. The platform may also be susceptible to abuse by computer bots that generate advertisements without a human watching them. This can hurt their advertisement platform.
What we like:
Basic Attention Token allows for users to regain their privacy while surfing on the web. Brave is an open source code browser with a machine learning model changing the way ads are done. Usually advertisers used collected information to serve the best performing ads. With Brave and BAT the client, using its machine learning capability, serves the best ads to the user base without providing any information to the advertiser. This results in cheaper ads for advertisers and a greater user experience for users. Not to mention less data and battery usage for browser surfing. These components are tremendously valuable for all parties involved in the marketplace of advertising and internet browsing.