WHAT IS BRAVE?

By this time, most of you must have come across articles about the Brave browser. Brave is a free and open-source web browser developed by Brave Software, Inc. based on the Chromium web browser. It has an inbuilt ad blocker and website trackers. Brave also provides users with a cryptocurrency called Basic Attention Token or BAT by clicking on the advertisements the provide. You can also become a Brave creator and get tips in the form of BAT from other Brave users. Brave browser is available in Android, iOS, Windows, MacOS and Linux. More importantly, brave is a decentralized browser and does not sell user data to the highest bidder. Unlike most of the online platforms available in the internet, Brave gives you most secure browsing experience.

Advertising Platform

The existing digital advertising marketplace injures key stakeholders. The introduction of BAT allows publishers, advertisers, and users to connect in a more efficient, transparent and decentralized marketplace that reduces fraud, privacy violations, and malvertisements while increasing publisher revenue.

The advertising ecosystem started out as a marketplace where publishers, advertisers, and users were the sole priorities, but it is now overrun by ad exchanges, user tracking, and cross-party sharing through data management platforms.

A few key numbers tell the story of today’s broken digital advertising landscape:

• Over the last 12 years, publishers have lost approximately 66% of their revenue.
• In 2016, ad fraud created by Internet bots cost advertisers $7.2 billion, up from $6.3 billion in 2015.
• Up to 50% of the average user’s mobile data is used for ads and trackers, costing up to $23 a month.
• Users face slow page loads and as much as 21% less battery life.
• Google and Facebook, which together claim 73% of digital ad revenue and 99% of all growth, are exacerbating the crisis.

The Basic Attention Token is uniquely positioned to reform the ad-tech ecosystem .It has the ability to privately monitor and anonymously confirm user intent at the browser level. Attention is measured as viewed for content and ads only in the browser’s active tab. The Attention Value for the ad will be calculated based on incremental duration and pixels in view in proportion to relevant content, prior to any direct engagement with the ad.

In sum, the BAT system provides the following benefits to:

• Users: strong privacy and security when viewing advertisements, improved relevance and performance, and a share of tokens.

• Publishers: improved revenue, better reporting, and less fraud.

• Advertisers: less expensive customer attention, less fraud, and better attribution.

Ads will be matched with user interests using local machine learning algorithms to judge the content to which the user is paying attention. Several scoring algorithms have been tried with the Brave donation ledger system, which automatically donates an amount proportional to the attention given to a website.