AdEx – Blockchain Token: What is it?
This episode of Blockchain Token; What is it covers AdEx! In this series, we will cover the different types of blockchain platforms and cryptocurrencies on the market right now. We’ll give you a quick description of each blockchain/token, its function, who is their competition and where you can learn more.
AdEx is a blockchain-based ad exchange aiming at disrupting the existing online advertising landscape and address its significant problems: advertising fraud, privacy and consent to receiving sponsored messages, and the number of middle men involved that raise the price of the goods and services without adding and quality to the products.
AdEx is completely transparent and built on top of Ethereum smart contracts. It will be available for all browsers. They aim to empower advertisers and publishers with a platform that is secure, transparent, and beneficial for all the parties involved in the process, consumers included. Publishers can sign up with AdEx to better monetizer their websites. Advertisers bid to put their content on the publisher’s website. When the publisher accepts, they will be paid in AdEx tokens for the impressions, clicks or conversions. The smart contract will hold the AdEx tokens for the duration of the campaign creating a hold mechanism which lower the token’s velocity and liquidity.
Advertisers will purchase AdEx tokens for fiat. These tokens will be paid directly to the publishers with no middlemen. According to AdEx, no fees or commissions will be taken by AdEx themselves. While this is technically true, there is an AdEx Fund where the Advertisers can purchase tokens at the moment of registration. This means there is an inflationary supply along with the AdEx fund being able to manipulate or control the market. One must also consider they discuss the ADXT token in their whitepaper. The ADXT token would be a Proof of Stake style token that would mint additional tokens to attract users to the system.
While I don’t believe the uncertainties to be big red flags, they are something to keep an eye on as this project progresses. At this point, BAT is their only strong competition in the Ad Tech space. They both agree that web users should control of their own information and can get meaningful and targeted ads they choose to see.
Their token sale ended in July and their beta is scheduled to release on January 30th of 2018.
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