AdEx refers to a decentralized blockchain system which is based upon smart contracts and blockchain technology. The main goal of AdEx is to resolve problems in the advertising industry. It seeks to improve transparency in ad deliveries which is not there in this industry. Another important issue that it seeks to tackle is the problem of privacy as well as consent to giving and getting sponsored messages. So, AdEx hopes to give advertisers and publishers the power of a platform which is beneficial and transparent. It is also safe for everyone that is involved in this process, including consumers.
AdEx is basically a blockchain based exchange platform which aims at disrupting the current online advertising system and deal with the many problems that the industry faces. So, it seeks to deal with frauds, consent to getting sponsored messages and privacy issues. It is founded on the concept of Ethereum smart contracts and is a totally transparent system.
This network works through multiple layers. The first layer is the ad exchange that has been set up on smart contracts with some solutions. This has been built to facilitate the connection among publishers, advertisers and end-users. Upon this exchange there is an attempt to build dapps for portals belonging to advertisers and publishers. Dapps are nothing but distributed applications which are connected to this blockchain and have a user-friendly interface. These are readily accessible online and browser-based.
The main reason for choosing AdEx is because it helps to resolve online advertising related problems. With global marketing and advertising investments only slated for more and more growth, advertising media has become all the more important. The television is being gradually replaced with online channels and digital advertising mediums. Zenith forecasts that there will be a growth of nearly 14% in terms of online advertising in the period 2015-2018 and the internet would be responsible for nearly 38.6% of total global advertising investments. But these issues which keep cropping up will continue to be there. This necessitates the importance of platforms like AdEx. The advertisers will automatically be attracted by this platform’s merits. These include clear reporting, elimination of ad frauds, cross-device availability, and exceptional user targeting. The ADX token holders will also have incentives to bring more and more advertisers to this platform. So, AdEx will ensure “clean” and targeted, relevant advertising.
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