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Basic Attention Token

Basic Attention Token

Basic Attention Token (BAT) claims to improve the efficiency of digital advertising by creating a new unit of exchange between publishers, advertisers and users.

Basic Attention Token (BAT) is a digital advertising platform by Brendan Eich, creator of Javascript and co-founder of Mozilla and Firefox. Basic Attention Token held an initial coin offering on May 31, 2017 for its eponymous ERC-20 utility token, raising approximately $35M USD at the time in less than 30 seconds. The BAT token is designed to correctly value and price user attention within the platform.

The Basic Attention Token (BAT) platform is comprised of several components, including a self-serve ad platform (similar to Google AdWords) and a suite of attention-measurement algorithms and reward systems. Integration of BAT into an application involves integrating BAT Ads, a system that matches and displays ads to users based on locally stored data. BAT Ads's ad targeting is performed wholly on-device, obviating the need for third-party tracking.

In addition to providing ad revenue for publishers and application developers, BAT will share ad revenue with users.

Use of Ethereum-based token

Basic Attention Token's eponymous Ethereum-based utility token serves as the unit of account within the platform:

  1. Advertisers purchase advertising space and user attention on the platform using BAT tokens;
  2. Publishers receive user contributions and advertising revenue in the form of BAT tokens;
  3. Users will be paid in BAT for any ads they choose to view within the BAT network.

As a cryptocurrency, BAT tokens may be used to redeem rewards and services with participating merchants in the BAT ecosystem, or withdrawn from the platform and exchanged for other currencies.

Technology

BAT is a client-side ad technology. All ad matching, targeting and delivery occurs on the client's device. Since ad matching and delivery occurs client-side, no user data collection or tracking is required.

Overview

  1. An advertiser launches an ad campaign on the self-serve ad platform, akin to Google Adwords. Payment is conducted in BAT tokens.
  2. The ad campaign (its description, format, links, creatives, duration and targeted demographics, etc.) is added to an ad catalog.
  3. The ad catalog is downloaded into a BAT-enabled application (such as the Brave browser).
  4. The app (Brave browser) uses local machine learning algorithms to match the user's browsing history and behavior with the contents of the ad catalog.
  5. Once a match is made, the application delivers the targeted ad to the user.
  6. If the user engages with the advertisement, they are rewarded a percentage of the gross ad spend for that advertisement.

Development with Brave

Basic Attention Token is developed alongside the Brave web browser by Brave Software. Brave will be the first application to integrate the BAT platform, allowing users to opt into ads in exchange for BAT tokens.

Brave Payments in Brave allows users to tip websites and content creators (like YouTubers and Twitch streamers) with BAT tokens, akin to patronage services like Patreon.

BAT Integration

Developers will be able to integrate BAT into their applications using a to-be-released BAT source development kit (SDK). Integrating BAT into a mobile application will be akin to integrating Google's AdMob, and will allow developers to monetize their applications by displaying advertisements to users.

Timeline

People

Name
Role
Related Golden topics

Brendan Eich

Founder & CEO

Mark Pilgrim

Senior Software Engineer

Yan Zhu

Chief Security Officer

Further reading

Title
Author
Link
Type

Basic Attention Token White paper

Brave Software

Documentaries, videos and podcasts

Title
Date
Link

Companies

Company
CEO
Location
Products/Services

Brave Software Inc.

Brendan Eich

San Francisco Bay Area

Brave web browser, Basic Attention Token