AdEx is short for “advertising exchange”. The project defines itself as a “decentralized ad exchange built on the Ethereum blockchain” – AdEx is aiming to be a little bit like a cross between AdChain and AdBank- to have a decentralised advertising exchange with built in fraud monitor to prevent ad fraud. However, despite the project having started almost 2 years ago, and as of October 2018, the project is still in Beta and is hardly mentioned. To even test the Beta version, you have to sign in with either Metamask, Trezor, or Ledger- any of which is enough to put of 99% and mean that the platform won’t be used by anyone other than a techy crypto investor until there are other, more user-friendly, ways to sign in.
This is a demo video given by AdEx
|Block Time / Transaction Fee||–|
|Current Value (Total)||$ 43,488,892|
How the AdEx platform would work – once / if out of Beta
- An advertiser member posts a message like this: “I want to advertise this product and I am happy to pay 100 ADX tokens for this job.”
- Publishers, such as website owners, who are signed up to the platform can start to bid on that post. For example, they can accept to publish the ad on their website/channel for 80 ADX tokens, instead of 100.
- The advertiser chooses one publisher and buys the advertising space with ADX tokens. As with AdBank and AdShares, the ADX tokens are not immediately transferable to the publisher, but rather become “frozen” on the network, until the publisher has proven that they have completed the job, at which time the tokens are transferred to them.
- The goal can be anything the advertiser wishes – for example- 100 clicks, 1,000 views etc.- the advertiser will define the goals while posting his message.
ADX tokens would be used by advertisers to buy advertising space. Any “goal” or job created can be put into a smart contract. The team of Adex also plans to use ADX tokens in a referral program but the details about this are not clear yet.
It still isn’t clear, that advertisers would be inspired enough to buy native crypto tokens, to use the platform, rather than waiting for a similar blockchain-based advertising platform that accepts fiat to be created, but all of the advertising tokens share these issues.
|Can Be Traded In||Huobi, Binance, Liqui, Bittrex, Upbit, Fork Delta, IDEX, Big One, Gate Coin|
|Can It Be Used in Real World?||No|
The roadmap of the project can be seen below:
- Q1 2018: Prototype/beta version of the platform (completed)
- Q1 2019: Platform improvements, more business partnerships, implementing additional functionalities to the platform such as more detailed reports
Adex provides an advantage for advertisers: They are able to fully control where and when their ads will be published. This way, they can directly reach their specific target groups, and for example, publish an ad of a newly released console game only on Twitch channels with millions of members. The overall setup of the system is simple enough and there doesn’t seem to be a reason yet why Adex project wouldn’t see interest from advertisers. However, this simplicity does not solve obvious problems: For example, how will Adex fight with bots? Some of the publishers will surely use bots to click on ads and complete the goal, can Adex prevent this? According to the white paper, Adex has various methods to detect a behavior like this but does not give any details. Advertisers would want to see the “details” and would want greater reassurance that this can be prevented, as well as evidence of e happy users, before committing their advertising dollars. Adex would have to provide more information about how they will fight against misuse and how they will prevent the platform turning into a bot network, for the network to take off. Whilst the idea behind AdEx in theory sounds good, it’s worth looking some more into how they can overcome the challenges first, as well as seeing if the working platform is ever finished and gains traction and users.
The founders of the project are the same guys behind Stremio, a video streaming service popular in Bulgaria. They have Facebook, Twitter, Medium, Reddit, and telegram accounts, and one can reach the developers directly from their GitHub account, although you need to be invited to the GitHub channel first.
|Creator||Ivo Georgiev, Dimo Stoyanov|
|Creation Date||December 2016|