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Online advertising is getting more complicated, and hurting all those involved. On one hand, you have users who are tired of adverts, while on the other you have content creators, and third party ad carriers all looking to meet their bottom-lines. This is a challenge because as much as users would like ad-free browsing, it would not work since companies like Facebook and Google that run those adverts are not charities. They are there to make a profit, and that profit comes from adverts. Businesses too have to get their products seen for them to sell.
While this is a complicated problem, there is one blockchain project that has got around it, and that’s the basic attention token (BAT). This token solves this problem by cutting out the middleman. The middleman in this sense means large media corporations. That’s because part of the problem in advertising comes from the centralization of data in the hands of a few large companies. It’s a problem because these companies don’t accurately match adverts with the user. That’s why most people block adverts. People don’t block adverts because they hate them. They block them because they are to a large extent irrelevant. For instance, if you watch a video related to cats online, chances are that you will be bombarded with adverts trying to sell you cat products, even if you don’t own cats or have any desire to own one. This is the main reason why people use ad blockers.
BAT changes all this is it eliminates the need for large media companies to control advertising. That’s because the whole ecosystem is anchored on the Basic token. The user spends BAT tokens for their attention on content that impresses them. In short, the user gets to view content and adverts that are most relevant to them. This eliminates the need for ad blockers since the content and adverts that the user gets to view are those that they actually want.
As for the content creators, BAT is perfect because it gives them a bigger share of advertisement revenues. At the moment, over 80% of advert revenues goes to the large third party companies that sell information for adverts. With BAT, the content creator gets to profit from their work, since the more people engage with their content, the more they earn.
Advertisers also benefit in that they have a clearer idea of the end-user that they are dealing with, hence giving them better value for their advertisement money.
This utility makes BAT a great investment for crypto investors. As more people start using the BAT browser, the value of the BAT token will grow. That’s because it is the token that anchors the whole ecosystem. It could also get a huge boost if it is listed on Coinbase. That’s because more investors would take an interest in it, thereby pushing up its volumes. A Coinbase listing could easily push BAT to $0.16 and above.
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