What Is BAT (Basic Attention Token)? A New Model for Digital Advertising

The web’s dominant advertising model is breaking. Third‑party tracking is being phased out, regulators are tightening privacy rules, and users are no longer willing to trade their data for “free” content. Basic Attention Token (BAT) proposes a different path: a privacy‑preserving, user‑centric system that pays people for their attention and rewards creators directly, without surveillance.

This article explains what BAT is, how it works within the Brave ecosystem, why it matters in 2025’s shifting ad landscape, and how to securely hold BAT if you’re exploring the attention economy.

Quick Overview: BAT and the Brave Ecosystem

• BAT is a utility token designed for digital advertising and content monetization. It’s built as an ERC‑20 token on Ethereum.
• It powers the privacy‑preserving Brave Ads, where users opt in to see ads matched locally on their device—no third‑party trackers—and earn BAT for their attention.
• Users can tip or auto‑contribute BAT to websites, YouTube channels, and other creators via Brave Rewards and Brave Creators.
• BAT’s total supply is capped at 1.5 billion. For market data, see BAT on CoinMarketCap.

For background and the original economic design, you can read the BAT whitepaper.

Why BAT Exists: Fixing the Incentives of Ad Tech

Traditional ad tech depends on profiling users with third‑party cookies, device fingerprinting, and cross‑site trackers. That approach is now colliding with platform changes and regulation:

• Google is phasing out third‑party cookies in Chrome as part of the Privacy Sandbox, shifting the industry toward privacy‑preserving ad tech.
• Apple’s App Tracking Transparency (ATT) requires opt‑in for tracking across apps, changing mobile attribution and spend. See Apple’s overview on user privacy and data use.
• Regulators continue to sharpen rules like GDPR, raising the bar for consent and data minimization.

In this environment, BAT’s model is timely: put ad matching on the user’s device, pay users directly for their attention, and allow creators to be compensated without tracking.

How BAT Works in Practice

• Opt‑in ads: Users choose to enable ads in Brave. The browser matches ad opportunities locally without sending personal data to servers. Details are described on the Brave Ads product page.
• Earn and pay with BAT: When users view privacy‑preserving ads, they earn BAT. They can tip publishers and creators or set monthly auto‑contributions via Brave Rewards.
• Creator monetization: Publishers register with Brave Creators to receive BAT contributions from their audience.
• Advertiser outcomes: Brave provides aggregated, anonymized metrics to advertisers—no individual user profiles.

This design aims to realign incentives: users are compensated for attention, creators are paid transparently, and advertisers reach audiences without surveillance.

Tokenomics at a Glance

• Chain and standard: BAT is an ERC‑20 token on Ethereum.
• Supply: Max supply is 1.5 billion BAT.
• Utility: Attention rewards, tipping, and potential integrations across the Brave ecosystem and compatible Ethereum venues.
• Market data: For circulating supply, liquidity, and exchanges, check BAT on CoinMarketCap or BAT on CoinGecko.

BAT in 2025: Privacy Is Now a Feature, Not a Bug

The industry is adapting to privacy‑first realities:

• Browser platforms are enforcing privacy standards, with Chrome’s Privacy Sandbox and Safari’s long‑standing ITP reshaping targeting and measurement.
• Mobile remains impacted by ATT and SKAdNetwork; marketers are rethinking attribution. Apple’s overview of ATT explains the policy baseline.
• Ad spend stays resilient but more diversified across formats and privacy‑preserving channels. For macro context, see the IAB’s latest Internet Advertising Revenue Report.

BAT’s proposition—compensating attention without tracking—fits neatly into this transition.

Common Use Cases

• Earning BAT by opting in to privacy‑preserving ads in Brave.
• Supporting favorite sites and creators with BAT tips or auto‑contributions via Brave Rewards.
• Holding or using BAT within Ethereum wallets and dApps that accept ERC‑20 tokens.

Note: Program specifics (payouts, regional availability, custodial partners) can change; for current details, refer to the official Brave Rewards documentation.

How to Get and Store BAT

• Earn: Enable Brave Ads in the browser and receive BAT for opted‑in attention.
• Buy: BAT is available on major exchanges; verify listings via CoinMarketCap.
• Store: As an ERC‑20, BAT can be held in any compatible Ethereum wallet. For maximum security, consider hardware wallets and self‑custody best practices.

Security Tips for BAT Holders

• Use self‑custody to reduce exchange and counterparty risk.
• Keep private keys offline; protect seed phrases with layered backups.
• Verify smart contract addresses when interacting on‑chain.
• Be cautious with airdrops and links; phishing remains a significant risk.

If you’re earning BAT via Brave and plan to hold long‑term or manage larger balances, a hardware wallet adds strong protection. OneKey supports Ethereum and ERC‑20 tokens like BAT, offers open‑source software, and provides an easy flow for connecting to Web3 via desktop and mobile. Storing BAT in OneKey helps ensure rewards and tips you accumulate remain securely under your control, especially as you start engaging with dApps or cross‑chain bridges.

Risks and Considerations

• Ecosystem dependency: BAT utility is closely tied to Brave’s adoption and advertiser participation.
• Market volatility: BAT is a crypto asset and can fluctuate significantly in price.
• Regulatory dynamics: Privacy and advertising rules continue to evolve; token reward models may adapt over time.
• Program changes: Brave Rewards and creator payouts can vary by region and partner availability; always check current terms on Brave’s official pages.

The Bottom Line

BAT offers a pragmatic vision for fixing digital advertising: pay attention directly, respect privacy by design, and compensate creators transparently. As the industry moves away from third‑party tracking and toward privacy‑preserving standards, BAT’s model stands out as both viable and user‑friendly.

If you’re exploring the attention economy, start by opting into Brave Ads, tipping the creators you value, and practicing strong self‑custody. For long‑term holding, OneKey’s hardware wallets provide a secure, open‑source way to store BAT and other ERC‑20 assets while you participate in a more equitable web.