The question of when mainstream adoption of cryptocurrencies and blockchain technology, continues to engage passionate discussions among the community.

Despite the hype, expectations and future predictions, actual real-world adoption of the nascent technologies remains exceedingly low- especially in comparison to the stated benefits of using such new ideas.

Basic Attention Token (BAT) is a digital advertising platform in which advertisers use BAT to purchase ad space. Publisher and content creator also receive advertising revenue BAT. Users can earn a share of advertising revenue by opting to interact with adverts.

Brave browser is a web browser that is integrally tied with the BAT project. It’s the first BAT enabled application and currently enjoys over 5.5 million active users. The primary aspects of the browser are an emphasis on open source and privacy-with built-in adblock features. Brave now enjoys full operation among all the major operating systems such as Windows, iOS, and Linux.

The online advertising industry is said by many cryptocurrency commentators to be ripe for disruption by the right project. Publishers are at an all-out war with users who have increasingly been using adblocks.  This has resulted in publishers putting their content behind a paywall and not letting users view their content for free. It’s produced in a pretty messy situation for all involved alike, and user experience has suffered negatively because of this.

Then there’s the widespread fraud that’s causing advertisers to lose out in billions of dollars to the scams, as well as an increasing desire for users to have more privacy. An issue further compounded by the Facebook Cambridge Analytica scandal, and the Equifax target hack.

BAT’s Brave browser encompasses solutions for all the above-stated problems by including a built-in adblock and privacy orientated features such as tor enabled tabs. This has resulted in consistent user growth.

By being built on the open source, Google Chromium, which is the underlying OS of Google Chrome, this enables users of the Brave browser to install all their favorite Chrome extensions onto Brave aswell- massively increasing convenience for user experience.

There are several aspects of blockchain and cryptocurrencies, such as the complicated mechanisms needed to open wallet addresses, and simply send and receive payments which are unnecessary for your average individual. However, combining Brave’s features with Chrome’s popularity should take considerable steps towards further adoption.

Challenges do remain for BAT and Brave, as by implementing such privacy-heavy features, they will be targeting a particular user audience. However, for the advertisers on the other side, they will be hoping as many individuals possible will interact with their ads. However, with the type of individuals who would be using Brave, whether or not they interact with ads is debatable.

Not to mention more obviously, the project will be competing against technology behemoths such as Google and Facebook- a very daunting task indeed.

Despite this, the team has shown significant commitment to their stated goals and has already amassed a solid foundation for future growth. If they can continue in the same vein, there is every possibility of sustained success for BAT.

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