Introducing Blockchain-based digital advertising

From the creator of JavaScript and the co-founder of Mozilla and Firefox, with a solid team – funded by Founders Fund, Foundation Capital, Propel Venture Partners, Pantera Capital, DCG, Danhua Capital, Huiyin Blockchain Venture among others.

open source
transparent
decentralized
efficient

Basic Attention Token radically improves the efficiency of digital advertising by creating a new unit of exchange between publishers, advertisers and users. It all happens on the Ethereum blockchain. 

The value of the token is based on user attention, which simply means a person’s focused mental engagement.  

The Challenge

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.  

Blockchain Digital Advertising.

Introducing a decentralized, transparent digital ad exchange based on Ethereum Blockchain.

Stage 1: Brave Browser

Brave is a fast, open source, privacy-focused browser that blocks malvertisements, trackers, and contains a ledger system that anonymously captures user attention to accurately reward publishers.

Stage 2: Basic Attention Token

The Basic Attention Token is the unit of exchange between publishers, advertisers and users.

The token is derived from — or denominated by — user attention.

Attention is really just focused mental engagement — on an advertisement, in this case.

Stages 1 + 2 = A New Deal

The Brave browser knows where users spend their time, making it the perfect tool to calculate and reward publishers with BATs. This creates a transparent and efficient Blockchain-based digital advertising market. Publishers receive more revenue because middlemen and fraud are reduced. Users, who opt in, receive fewer but better targeted ads that are less prone to malware. And advertisers get better data on their spending.

How It Works

The Brave browser anonymously monitors user attention, then rewards publishers accordingly with BATs. 

Measuring Attention

Attention is measured as viewed for content and ads only in the browser’s active tab in real time. The Attention Value for the ad will be calculated based on incremental duration and pixels in view in proportion to relevant content, prior to any direct engagement with the ad. We will define further anonymous cost-per-action models as the system develops. 

Ads are then anonymously matched with customer interests using local machine learning algorithms. This means less irrelevant ads. 

Brave will work with publishers and advertisers to establish best practices for judging user attention. One potential metric: the number of total views of advertising content for a certain number of seconds. Or, points assigned on the length of a view.

Who Gets What?

Users viewing ads will be rewarded with BATs. BATs can be used for premium content or services on the Brave platform.

Publishers will receive the lion’s share of the total ad revenue spend. We anticipate the users will also donate back some tokens to the publishers, increasing their revenue.  

More Privacy, Less Fraud

Users’ privacy is protected through the use of the ANONIZE algorithm. And ad fraud will be prevented or reduced by publication of source code and cryptographically secure transactions.

Parts of the Solution are Code Complete

Much of the infrastructure required to deploy BAT at the back end is “code complete,” meaning it’s currently in place and being used to distribute donations to publishers based on customer attention. This code will be leveraged to deploy BAT as soon as possible.

The Basic Attention Token is the new currency for the digital advertising industry. It pays publishers for their content and users for their attention, while providing advertisers with an honest return on their investment.

Basic Attention Token

1161 Mission Street, #401
San Francisco, California
94103-1550

Press? 
press@basicattentiontoken.org

Questions? 
info@basicattentiontoken.org