Learn more about moneyandinvestments with this collection
How to use storytelling to influence and persuade
How to create a compelling narrative
How to structure your story for maximum impact
The Ad-Tech Fiasco
The ad-tech ecosystem is a bewildering variety of middlemen & complexity (agencies, trading desks, demand-side platforms, network exchanges, yield optimization, rich media vendors etc):
- Users suffer from digital pollution: they have lost their privacy and have a bad user experience. 600M devices now use ad blocking, and it will increase to 1.7B by 2017.
- Publishers have lost billions in revenue while fraud has skyrocketed. The content that works best is clickbaity.
- Advertisers face poor reporting and targeting. Facebook & Google are not their friends.
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MORE IDEAS ON THIS
“Attention is a commodity, like wheat, pork bellies, or crude oil. Existing industries have long depended on it to drive sales. And the new industries of the twentieth century turned it into a form of currency they could mint. Beginning with radio, each ...
TIM WU, ATTENTION BROKERS
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The economy of attention
The high-level concept is of monetizing attention is:
The advertiser sends a payment in token along with ads to users in a locked state Xa.
As the users view the ads, the flow of payments unlocks:
- ... keeping part of the payment for their own wallet (Xu)
- passing ...
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Tracking attention in the browser
User attention is anonymously monitored in the Brave browser, a fast open source, privacy-focused browser that blocks invasive ads and trackers, and contains a ledger system that anonymously measures user attention aggregate to accurately reward publishers.
Brave cuts out all third-party t...
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Basic Attention Token (BAT)
It is a token for the decentralized ad exchange. BAT connects advertisers, publishers, and users, creating a new, efficient marketplace.
The token is based on Ethereum technology, an open-source, blockchain-based distributed computing platform with smart contracts. The token is derived fro...
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