The Basic Attention Token (BAT) is a utility token designed to transform the digital advertising space. Developed for the Brave web browser ecosystem, BAT aims to create a fairer and more transparent advertising model for both users and advertisers. By incentivising user attention and rewarding them with BAT for engaging with ads, the Brave browser ecosystem is tackling the inefficiencies and privacy concerns in digital advertising.
What is Basic Attention Token (BAT)?
Basic Attention Token (BAT) is an Ethereum-based utility token integrated into the privacy-focused Brave browser page. Launched in 2016, Brave aims to revolutionise the digital advertising industry by promoting fairness and transparency between advertisers, publishers, and users.
Users receive cryptocurrency rewards in the form of BAT for viewing ads, which allows publishers to deliver more impactful advertisements. This empowers advertisers to make better use of their budgets and better target their target audience. Users then have the flexibility to hold, exchange, or use BAT to support their favourite content creators.
BAT acts as a settlement currency for publishers within the Brave browser ecosystem, facilitating transactions between advertisers, publishers, and users based on their web activity. This token streamlines business between the three parties.
Since its inception, Brave has gained popularity among crypto users and established partnerships with reputable blockchain companies, cementing its position as a leader in the blockchain-based digital advertising space. Through BAT, which launched in 2018, Brave aims to transform the digital advertising economy.
Who created Basic Attention Token?
Basic Attention Token (BAT) was founded by Brendan Eich and Brian Bondy, two highly regarded individuals in the internet browsing software sector. Eich is the co-founder and former CTO of Mozilla Firefox and the inventor of Javascript while Bondy is an influential software engineer with an impressive resume.
A year after launching the Brave web browser, the pair launched an initial coin offering for the Basic Attention Token (BAT), raising $35 million in just 30 seconds. Selling 1 billion BAT tokens, this is one of the fastest sell-out ICOs of all time. Half of the tokens sold during the ICO were reserved by Brave Software, the parent company of the platform and token; of which 300 million of the reserved tokens were kept for future sale and promotion while 200 million were allocated to the Brave team.
According to the website, the BAT token project has a team of 13 members behind it under the guidance of 4 advisors.
How does BAT work?
The Basic Attention Token (BAT) operates on the Brave browser, a privacy-focused platform developed by the team behind the token. Brave is a free browser that prioritises user control, loading pages significantly faster than its competitors. Unlike other browsers, Brave only serves advertisements if users opt-in to view them.
Within the Brave browser, users can participate in the Brave Rewards program, which enables them to earn BAT for their attention. They can choose to view privacy-respecting ads or support their favourite content creators by sending them BAT through the Brave Rewards Creators program. By default, Brave blocks trackers and ads, ensuring a more secure and private browsing experience. When users opt-in to view ads, they are only presented with ads from trusted partners, and they are rewarded in BAT for engaging with them.
Publishers are rewarded with BAT based on user attention to their content, encouraging the delivery of higher-quality ads. This rewards system benefits both publishers, who can generate more revenue, and advertisers, who achieve a better return on investment for their advertising budget.
Additionally, users can exchange BAT for various services on the platform and gain access to select premium content. The ultimate goal is to provide users with more control over their online experience while empowering publishers and advertisers with a more transparent and effective advertising platform.
To track the movement of BAT and facilitate transactions, Brave utilises the Brave Micropayments Ledger. This ledger allows advertisers, publishers, and readers to enter into smart contracts and transfer payments securely. Brave is also exploring the use of zero-knowledge proofs in its blockchain to provide anonymity in online media transactions.
Privacy and security are paramount in the Brave browser. Advertisers on Brave are verified, reducing the risk of fraudulent ads and ensuring a safer browsing experience. Users' private data and tracking information are stored only on their devices, preserving their anonymity.
To address fraud and privacy concerns, Brave and BAT have implemented robust security measures. The browser eliminates third-party traffic sourcing and utilises Basic Attention Metrics (BAM) to reduce fraud. The open-source code is auditable, and attention and engagement are verified using Zero-Knowledge Proof (ZKP) protocols. Ads and payouts are rate-limited, and token awards from the user growth pool are distributed gradually to discourage bot operations.
What is the BAT token?
In traditional advertising, advertisers pay rates based on the number of viewers their ads receive. With no guarantee that these viewers are paying attention, BAT seeks to address this issue by incentivising users to pay attention to ads.
When users view ad content on the Brave browser, they are rewarded with BAT tokens as a form of revenue sharing while the publishers and advertisers are rewarded for the most active advertising campaigns. These Brave rewards incentivize users to engage with the ads and provide advertisers with the assurance that their ads are being seen by an attentive audience. Advertisers are willing to pay a premium for this undivided attention.
BAT can be exchanged for cash or held in a digital wallet. Additionally, it can be traded on various cryptocurrency exchanges, allowing users to buy or sell BAT tokens. It's important to note that BAT has a limited supply, initially capped at one billion BAT tokens but later revised to 1.5 billion.
The Basic Attention Token price is influenced by the price of Ethereum since it is an ERC-20 token built on the Ethereum blockchain. As the price of Ethereum fluctuates, the Basic Attention Token price will adjust proportionally.
At the time of writing, the Basic Attention Token had a circulating supply of 1.49 billion BAT tokens, 99% of the maximum total supply.