Basic Attention Token is a decentralized digital ad exchange on the blockchain. Simply put, BAT is a token on the Ethereum blockchain that is used to exchange value between digital advertisers, content publishers, and general web browsing users. The two core components of the Basic Attention exchange are the token itself and the Brave web browser. Being an open-sourced program, plugins for additional web browsers will become available.
The token and browser together create an ecosystem that aims to cut out the middlemen and fraud in advertising. The browser knows where the users spend their time online and calculates the reward from the publishers. It breaks down to three parties. The logo design is even based on the three parties.
Users receive BAT for their attention to targeted advertising. Data is never shared. It never leaves their device. The advertisers receive highly focused ad targeting that returns more ROI. The publishers get paid based on the users attention. During all of these exchanges the advertisers and publishers are unable to collect information from the users.
Basic Attention Token is a glimpse at what the advertising market could be. As more and more people realise that they are the product, not the customer, BAT is positioned to lead this new marketplace.