STUDIO

What does the company/project do?

AdEx is an advertising platform built on the blockchain.
AdEx's goal is to disrupt the online advertising industry by solving problems such as ad fraud, overuse of ad blockers, and privacy concerns. The platform also promises to implement an opt-in system where users can participate in sponsored posts.

AdEx is completely transparent and built on top of the Ethereum blockchain. It relies on Ethereum smart contracts. Here's how the official website explains the purpose of the platform:

“We believe we can provide advertisers and publishers with a platform that is secure, transparent and beneficial for all parties involved, including consumers.”

To bring its project to life, AdEx is collaborating with major industry names such as Bitmain, Wings, Stremio and Fincech Blockchain Group.

How does AdEx work?

The main feature of AdEx is the AdEx User Profile, which is a personalized page that allows each end user to understand and control the ad experience.

By providing user control, everyone wins: advertisers can get more information about the customer because they have voluntarily provided more information about their preferences, consumer behavior, shopping habits and purchasing preferences.

Meanwhile, the Ethereum blockchain and smart contracts are designed to provide transparent reporting for users and advertisers. This provides a permanent record of the effectiveness of the advertising campaign.

The best way to get a better understanding of how AdEx works is to look at the problems the platform is trying to solve.

What problems does AdEx solve?

AdEx aims to solve some of the major problems in online advertising, including all of the following:

Lack of consumer consent

Google, Facebook and other popular ad networks give users some control over what ads they see. However, this functionality is limited. AdEx, on the other hand, gives each user a "user profile" where they can remove ads that are not interesting to them. This means more precise targeting for advertisers, lower error rates and higher conversion rates.

Privacy and Misuse of Data

Large ad networks and exchanges operate with massive amounts of centralized data that can be easily traced back to consumer identities. Consumers have no idea how their data is being used, which presents online privacy concerns. The blockchain technology used by AdEx makes it easy to anonymize large chunks of data, meaning user data can be used for statistical purposes, but it will not be tied to individual users. Advertisers can still view valuable data, but user privacy is not sacrificed.

Lack of transparency in bidding

Real-time payment platforms offer surprisingly little information about promotional offers. Advertisers are told the maximum bid for a particular ad property, but cannot verify this in a transparent way. Because AdEx is built on the blockchain, advertisers can easily track every click or view and audit every component of a campaign, including participants, placements, impressions, and clicks. Information is decentralized, meaning it cannot be manipulated by centralized ad exchanges.

Ad Fraud

Fraud is a huge problem in the world of online advertising. Reports place the value of online advertising fraud at more than $15 billion annually. AdEx has anti-fraud mechanisms to monitor and prevent fraud and disqualify advertising traffic. The company doesn't go into detail about how anti-fraud measures work, but describes them as "technical mechanisms."

Ad blockers and ad blindness

615 million devices worldwide. Users are tired of ads that are too intrusive and/or irrelevant, so they install ad blockers. AdEx solves this problem by providing users with smart and relevant ads that they actually want to see.

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Estimate!

6.12

10010

What is the difference between AdEx

and other Blockchain-based advertising platforms?

Clearly, AdEx is not the only blockchain technology trying to disrupt the online advertising industry. For example, we have Brave Software and their Basic Attention Token (BAT), as well as qChain, adChain and NYIAX NASDAQ.

What is the difference between AdEx and these competitors? The company specifically addresses this issue in its white paper:

“While all of these promotional exchanges come from strong teams, the truth is that we are all navigating in uncharted waters. This is why it is extremely important to have an exceptional understanding of both crypto and ad technology, and to remain open to the possibilities in terms of platform and device accessibility.”

AdEx differentiates itself by removing limitations. BAT is limited to the Brave browser on the Internet. NYIAX targets the financial industry. AdEx, on the other hand, targets the entire online advertising industry and works across all browsers.

Ultimately, however, AdEx admits that they have competition:

“We are very excited about the fact that we have competition as it will push us to provide a service that is superior to others. Healthy competition: will benefit the entire advertising ecosystem.”

Solving the problems of the online advertising market on AdEx

The developers have identified several main problems and shortcomings that exist in the field of online advertising:

1. Consumer reluctance to see advertising. Google and Facebook have fairly limited control over advertising content. The main tool is targeting, but an incorrect choice of parameters by the advertiser will result in ads being shown to a user who is not interested in this product. On the AdEx platform, each consumer will have a personal account with extensive options for customizing desired advertising. This will allow advertisers to tailor their marketing campaigns more precisely and ads will only be shown to interested users.
2. Privacy and unlawful collection of personal information. The user cannot be sure that large advertising networks do not transfer information to third-party projects. The AdEx advertising exchange is built on blockchain technology, which will allow you to process confidential information completely anonymously, without the possibility of transferring it to third parties.
3. Ad fraud. The existing advertising network provides ample opportunities for various manipulations with impressions. According to audits, in 2020, losses from fraudulent activities amounted to about 17 billion USD. The use of blockchain technology, as well as unique tools for preventing advertising fraud, developed on the AdEx platform, will make reporting transparent and accessible in real time.
4. Ad blockers. Ad blocking programs are installed on more than 600 million devices, half of which are mobile devices. Users prefer to get rid of intrusive advertising using programmatic methods. In addition, a habit is developed of not paying attention to information that resembles banners or an advertising block. In the AdEx project, in addition to precise targeting, it will be possible to customize the visual display of advertising, which is as close as possible to the useful content of the site.
5. Payment method. The main method of paying for advertising is bank cards and transfers. This creates complications and additional costs for international transfers. On the AdEx exchange, cryptocurrency will be used for payment, almost instant payments with a minimum commission.

Figure 2. User relationships

The implementation of new advertising solutions will allow advertisers to control their costs and target ads. End users will receive customized, targeted ads that actually interest them.

What is AdEx token?

The token will be used internally to buy or sell advertising space and time.

Advertisers can create advertisements and then bid on them in ADX tokens. Advertisers may bid for a certain number of impressions, clicks, or conversions (such as subscriptions or purchases). When a publisher accepts an application, the token will be frozen until the publisher proves that it has met this goal. When this happens, the token will be transferred to the publisher.

Certain actions within the network are incentivized by the creation of additional tokens. This will ensure slow inflation as the token demands.

The token is based on the Ethereum block and is an ERC20 compatible token. 80% of tokens were sold in ICO

AdEx

AdEx (ADX) is a decentralized advertising exchange built on the Ethereum blockchain and smart contracts. The AdEx Platform is designed to replace traditional online advertising models by providing a transparent, focused solution for advertisers to partner with ad publishers and reach top prospects. The exchange has its own token.

Rate as of 08/14/2020

• Rate:
  0.221854 USD
• Symbol:
  ADX
• Rating (CMC):
  350

How does AdEx work?

The main strength of AdEx will be the so-called AdEx user profile - a personalized page that allows each end user to understand and control the ads offered to them. Giving the user more control is extremely beneficial for advertisers, as users voluntarily share more information about their preferences, consumption behavior and shopping habits. This means that with an AdEx profile, advertisers reach their target audience with surgical precision and get a high return on their advertising spend.

An AdEx profile will be automatically generated for each user. Ads will be shown to users in any case, even if they do not configure their profiles and preferences.

AdEx technology uses blockchain and smart contracts, thereby eliminating the confusion and complexity associated with existing ad serving networks. The network is governed by users and only by them, which solves the most common problems faced by advertisers today: lack of transparency and incorrect/ambiguous reporting of advertising campaign results.

Competitive environment

Traditional ad networks

There are currently hundreds of traditional local and global advertising networks on the market. However, the main players here are Google and Facebook. Both companies maintain their own advertising networks, which are very popular among advertisers due to the huge amount of data that both Google and Facebook collect about their users.

However, as advertising giants, these networks do very little to keep advertisers happy. They present mixed reports that can easily be misinterpreted, and they place too many restrictions on what can be advertised and how.

Moreover, these networks leave many opportunities for fraudsters, so advertisers suffer huge losses as a result.

Decentralized solutions

Recently, a couple of other projects similar to AdEx related to advertising using smart contracts were presented: Basic Attention Token (BAT) from Brave Software, NASDAQ's NYIAX, qChain, adChain. Although these ad exchanges were built by strong teams, the truth is that all users are navigating uncharted waters. This is why it is extremely important to have an exceptional understanding of both crypto and ad technology, and to remain as open as possible about the availability of platforms and devices.

Additionally, the more decentralized advertising solutions that emerge, the more perspectives will be formed on how to fix the problems of existing ad networks, and the more different networks will be able to learn from each other. In this way, a positive and powerful ecosystem can be created.

The AdEx network will be universally applicable across all devices and operating systems; The AdEx token will be used to trade advertising properties rather than just manage them, making it easier to understand and accept by advertisers and publishers.

AdEx token

The AdEx token (ADX) will be used within the AdEx ecosystem to buy or sell advertising space and time.

Advertisers will be able to create ads and then bid for them in AdEx. Advertisers will be able to bid for a certain number of impressions, clicks and conversions (such as subscriptions, purchases, etc.). Once the publisher accepts the offer, the token is frozen until the publisher proves that it has completed the task. After this, the token is transferred to the publisher’s balance.

Certain actions on the network will be rewarded through the creation of additional tokens that will be transferred to those who performed these actions. This will allow for slow inflation of the token based on demand and keep enough of it in circulation to keep the network healthy and in use.

AdEx core architecture

• ADX Token (ADXToken): ERC20 token used for trading advertising space;
• ADX Publisher Registry: handles information about publishers, such as accounts and individual websites/apps;
• ADX Advertiser Registry: Processes advertiser information such as accounts and custom campaigns;
• ADX User Registry (ADXUserRegistry): processes information about end users and their legitimacy;
• ADX Exchange (ADXExchange): handles creation, acceptance/execution of offers, payment processes; Once the offer is accepted, it locks the ADX tokens until the publisher and advertiser confirm the successful completion of the offer, at which point it unlocks the ADX tokens and transfers them to the publisher.