When you click on an ad you then have the option of taking a short quiz about that company/product.
I imagine it would be like the short quizzes offered on Coinbase that reward you with tokens.
Advertisers want viewers to UNDERSTAND what they are offering and to FOCUS on it. If users take a short quiz, their attention and retention of the advertised product would increase greatly, increasing the likelihood of a sale. Users would be awarded extra BAT for taking the extra time and effort to learn and take the short quiz.