The Ad-Tech Fiasco - Deepstash
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The Ad-Tech Fiasco

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. 


52 reads


Tim Wu, Attention Brokers

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 ...



58 reads

The economy of attention

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 ...


47 reads

Tracking attention in the browser

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...


40 reads

Basic Attention Token (BAT)

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...


264 reads




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