Have you ever looked into Basic Attention Token (BAT)? The business model focused mainly on removing ads and ad tracking from websites and swapping those ads with their own. This model wasn’t aimed at individuals at first but at the anonymous aggregate of the brave browser’s user base. Brave now shares their ad revenue with content creators and users. This was christened “Brave Payments.”
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I haven't checked out the whitepaper yet, but have heard of it. I think I will do a post about it soon. It's all related!