The BAT is distinctly utilized for the purpose of accounting for attention. By using the BAT, there can be a universal unit of account for the platform, with verifiable settlements to the blockchain replacing the need to have several third party measurements taking place (along with associated and inevitable discrepancies).
We're also using the opportunity that a new platform provides to reset the ad experience. Ads won't be placed in ad slots alongside content in the web page. Banner blindness is the result of decades of ignoring ads placed alongside content. We have an opportunity to present content in a clean, almost reader-mode, and feature the ads separately to avoid repeat obstruction and annoying interruption.
Alternatively, the ad experience in the BAT platform will be progressive. You won't see 3-5 ads displayed within a single page load. Users will see fewer ads (no more than 10 a day, per user, most likely less than 5 per day). As the user browses, the local agent in the BAT platform will use a mix of intent signals and data from the search, history and other client-side data that is accessible from the browser with local machine learning algorithms to match the right ad at the right time to the user, from a full inventory catalog of ads that are pushed to the device.