The builders of the Brave browser are trying to put a price on online users' attention with blockchain-based tokens that will be traded between publishers, advertisers and those willing to view ads.

The project, dubbed "Basic Attention Token" (BAT), will offer a substitute for traditional display advertising, claims Brave Software, the browser's maker as well as the force behind BAT.

"Digital advertising is broken," argued the BAT team on its website. "It is a market filled with middlemen and fraudsters, hurting users, publishers and advertisers." Brave aims to change all that with a new ad ecosystem that relies on trading of digital tokens.

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