Basic Attention Token (BAT)

Basic Attention Token (BAT)Blockchain Based Digital AdvertisingBrave SoftwareFebruary 10, 2021 AbstractDigital advertising is broken. The marketplace for online advertising, once domi-nated by advertisers, publishers and users, has become overrun by middleman adexchanges, audience segmentation, complicated behavioral and cross-device usertracking, and opaque cross-party sharing through data management face unprecedented levels of malvertisements and privacy violations. Mo-bile advertising results in as much as $23 per month in data charges on the averageuser s data plan, slow page loads, and as much as 21% less battery life. In response,over 600 million mobile devices and desktops (globally) employ ad blocking soft-ware and this number is growing. Traditional publishers have lost approximately66% of their revenue over the past decade, adjusted for inflation. Publishers facefalling revenue, users feel increasingly violated, and advertisers ability to assesseffectiveness is diminished.

The solution is a decentralized, transparent digital ad exchange based on Blockchain. The rst component is Brave, a fast, open source, ... data suppliers, analytics, measurement and veri cation services to ght fraud, enhance ... lost control of how personal information is collected and used by companies."[6] A large majority, 64%, believe that ...

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  Data, Personal, Decentralized

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