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The Future of Advertising and Content on the Blockchain

August 29, 2018

They started with Netscape and they’re moving to bring out the next most widely used user interface for surfing the internet, starting with online advertising.

 

Have you heard of the Basic Attention Token and Brave Browser yet?

 

Before acting as a co-creator for both of these projects, Brendan Eich was a co-creator of the Mozilla company and therefore, Firefox. As if this was not enough meaningful impact on the growth of the technology industry, he was also a co-creator of the Javascript programming language.

 

What you may not yet know is just how influential Javascript has already been on the Blockchain industry, almost without it aiming to be.

 

According to several industry experts on Quora, Javascript is essentially the adhesive language between Blockchains and applications that can be built on top of them. In other words, not only does Javascript act as a coding language for Decentralized applications, but it also tells the Blockchain how to act in executing them and therefore, in keeping them connected.

 

In the case of Brave and BAT, both projects are also arguably just as ambitious.

 

With the Brave browser, the team was looking to change the way that the average user interacts with the internet in a way that is reminiscent of Satoshi’s original vision for Bitcoin. As of now, you can choose to essentially have an ad and cookie free browsing experience or you can opt in to let certain sites track your information, which is where BAT comes in.

 

This means that with Brave and BAT, the overall goal is to put the power of advertising back into the hands of the user, without completely taking it away from the advertiser.

 

In other words, the Brave team envisions a world in which there would be no middleman between the advertiser and the users who sees the advertisements. On top of this, the average user would not have to interact with advertisements to get the full online experience that he or she desires.

 

  As of now, this plays out with BAT as the medium exchange for any interaction with online content. Even if you opt in to let advertisers save your information, they do not get any specific information from you due to both Brave and BAT running on the Anonize algorithm.

 

What they do get is the ability to pick targeted groups of people to advertise to, who want to be advertised to. A prime example of this would be if a company said that it needs a target group that is looking for new Customer Relationship Management tools. Upon requesting this, they would get their group based on user search trends with Brave, but they would never be able to individually segment these people. Thus, the company gets the advertising group that it needs and every user’s privacy is still increased as compared to every other browser on the market.

 

BAT’s specific utility  comes in here. When you decide to allow advertisements, you are rewarded with BAT coins.

 

As of now, this process only plays out within what is called the BAT ecosystem, which is, as of now, mainly just the Brave browser and BAT. As time goes on, it will be interesting to see whether they can achieve their vision of becoming the new medium of exchange for all online advertising and content, across all browsers.

 

Furthermore, future pieces could explore how Brave and BAT are also looking to transform the way that that we consume online content.

 

 

By: BGN Editorial Staff

 

 

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