BAT, or the Basic Attention Token, is the native utility token of the Brave web browser built within the Ethereum ecosystem. Brendan Eich, the co-founder of Mozilla and Firefox, developed the Basic Attention Token to do away with several of the issues digital advertising is plagued with these days. The Brave browser attempts to improve the safety and efficiency of digital advertising with its underlying blockchain technology.
The free and open-source Brave web browser is built with Chromium – the open-source software behind Google Chrome, so you’ll have your preferred plug-ins and extensions working smoothly. As of November 2020, the Brave browser already had over 20 million monthly active users.
Before we get into the many problems with digital advertising as it is right now, and how the Brave browser and BAT plan to improve on that, let’s first take a quick look at the stakeholders in today’s digital marketing sector, shall we?
Who Are the Main Players in Digital Advertising?
There are three major participants in the digital advertising industry right now. Firstly, there’s you, the user. Users go online to perform various tasks, including consuming content like blog posts, movies/web series, and podcasts, shopping for various products or services, and communicating with family and friends.
Next, the publishers are websites that provide users with the content of their choice or allow them to perform tasks like online shopping or facetiming someone. Publishers can also be thought of as content creators.
Finally, there are the advertisers. Publishers …
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