Basic Attention Token (BAT) is attempting to solve this problem. It's attempting to tokenize a unit of attention. My making a browser (Brave, its very good), that natively blocks ads, advertisers are required to pay Attention Tokens to users for their attention to their ads.
This solves a number of issues, such as the battle between publishers and advertisers about faking metrics (fake clicks, bots etc), as well as includes the viewer into the payment ecosystem. It's a pretty elegant solution if you ask me. Let me know if you want to know more.
I heard of them. I'm a bigger fan of algebraix since they have an app. IMO that makes it easier to target people since they're on a device and makes it easier for mass adoption. I downloaded their app and the UI is pretty cool.