The advertising ecosystem has three principal players: the user, the publisher, and the advertiser. The publisher provides content that is valuable to the user. The user does not pay for this content directly, but instead provides their valuable attention. The publisher then sells this attention to the advertiser (through an intermediary layer of ad exchanges and other middlemen) who uses it to influence the user.

The team at Brave makes the case that this current system is broken. They have re-imagined the entire advertising stack, and are using blockchain technology and the Basic Attention Token (BAT) to build a new and transparent ad exchange.

### The Problem with the Current Advertising Ecosystem

The Basic Attention Token (BAT) whitepaper points to the complexity of the current advertising ecosystem as the cause of it's problems.