On top of the exchange, Adex are building dapps for the publisher portal, advertiser portal and the AdEx profile (for end users). Dapps are distributed applications that connect to the Ethereum blockchain and interact with it, but typically with a user-friendly user interface. All of those dapps will be browser-based and easily accessible online, hosted by AdEx – but since they’re interacting with the blockchain directly, anyone can run their own instance of those dapps if they want to.
Decentralized ad solutions А couple of other similar projects related to advertising with smart contracts have been announced recently: Brave Software’s Basic Attention Token (BAT), NASDAQ’s NYIAX, qChain, adChain. While all these ad exchanges come from strong teams, the truth is Adex are all sailing in uncharted waters here. This is why it is extremely important to have exceptional understanding of both cryptography and ad tech, as well as to stay as open in possible in terms of platform and device availability. On top of this, the more decentralized ad solutions, the more viewpoints will be introduced to solving the issues of existing ad networks, and the more the different networks will be able to learn from each other. By doing so, Adex will accomplish a positive and empowered ecosystem. Adex are excited about the fact that do have competition as this will push us to deliver a service superior to the others. The AdEx network will be universally usable on all devices and operating systems; the ADX token will be used for trading advertising property rather just for governance, and will thus be easier for advertisers and publishers to understand and adopt.
How It works
The AdEx Network has several layers: the first one is the ad exchange, which is built on Ethereum smart contracts with a few solutions for a quicker layer on top of that (or side-by-side) being experimented upon. The ad exchange is built in a way to facilitate the entire relationship between publishers, advertisers and end users, therefore replacing the usual network of multiple exchanges, SSPs and DSPs and all the complexity, inaccurancy and inefficiency that comes with it.