Today's web browsing experience has been totally broken by advertising. Case in point: I'm barely able to read the motherboard article quoted below; even my silly gaming laptop struggles to deal with the onslaught of video and banner ads peppered throughout the page. Competition is fierce among online publishers, pushing them to eke out every last cent of ad revenue out of their content, resulting in terrible UX.
It feels like we need a totally fresh solution for monetising web browsing. Using a cryptocurrency (Basic Attention Token, or BATs) to value users' attention is a potentially interesting solution proposed by web browser Brave. The browser monitors users' attention anonymously, and publishers receive BATs based on user attention. This should set up a feedback loop whereby publishers are disincentivised to excessively advertise on their webpages, as user attention will decrease. I'm less clear on how this system is an improvement for advertisers though.
The market has certainly found this interesting; Brave's ICO has raised $35 million in 30 seconds...