文件名称:
Basic Attention Token White Paper（Basic Attention Token (BAT) Blockchain Based Digital Advertising）
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文件大小: 4mb
下载次数: 0
上传时间: 2018-12-22
详细说明：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. Users face unprecedented levels of malvertisements and privacy violations. Mo- bile advertising results in as much as $23 per month in data charges on the average user'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 approximately 66% of their revenue over the past decade, adjusted for in ation. Publishers face falling revenue, users feel increasingly violated, and advertisers' ability to assess eectiveness is diminished. The solution is a decentralized, transparent digital ad exchange based on Blockchain. The rst 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. BAT connects advertisers, publishers, and users and is denominated by relevant user attention, while removing social and economic costs associated with existing ad networks, e.g., fraud, privacy violations, and malvertising. BAT is a payment system that rewards and protects the user while giving better conversion to ad- vertisers and higher yield to publishers. We see BAT and associated technologies as a future part of web standards, solving the important problem of monetizing publisher content while protecting user privacy.Digital advertising is broken. The marketplace for online advertising, once domi- nated 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. Users face unprecedented levels of malvertisements and privacy violations. Mo- bile advertising results in as much as $23 per month in data charges on the average user'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 approximately 66% of their revenue over the past decade, adjusted for in ation. Publishers face falling revenue, users feel increasingly violated, and advertisers' ability to assess eectiveness is diminished. The solution is a decentralized, transparent digital ad exchange based on Blockchain. The rst 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. BAT connects advertisers, publishers, and users and is denominated by relevant user attention, while removing social and economic costs associated with existing ad networks, e.g., fraud, privacy violations, and malvertising. BAT is a payment system that rewards and protects the user while giving better conversion to ad- vertisers and higher yield to publishers. We see BAT and associated technologies as a future part of web standards, solving the important problem of monetizing publisher content while protecting user privacy.
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