Attention Economy

Decentralised Engagement Protocol: Bringing DeFi to Marketing

The Incent whitepaper v2.0 (2022) proposes a decentralized engagement protocol that uses DeFi mechanisms to replace centralized ad networks and loyalty programs, rewarding users directly with tokens for their attention. Frames itself as 'DeMa' (Decentralized Marketing) by analogy to DeFi for finance — an ambitious reframing of the attention economy's value flows.