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AdEx (ADX) is another platform seeking to revolutionise the digital advertising space. AdEx will be a decentralised ad exchange built on Ethereum blockchain and smart contracts. The AdEx platform is designed to disrupt and replace the traditional digital advertising models by providing a transparent, focused solution for advertisers to collaborate with ad publishers and reach the best potential clients.
The core feature of AdEx will be the so-called AdEx User Profile – a personalized page that allows every end user to understand and control the ads delivered to them. Giving more control to the user is highly beneficial for advertisers since users voluntarily provide more information about their preferences and consumer behavior, about their shopping habits and purchase preferences. This means that with the help of the user’s AdEx Profile advertisers achieve more precision for ad targeting and ensure a high Return On Ad Spending (ROAS). The AdEx profile will be automatically generated for each user. Users will still be shown ads even if they do not tweak their profile and preferences.
The technology of AdEx leverages blockchain and smart contracts, thus eliminating the complexity and confusion of existing ad serving networks. The network is regulated by the users and the users only, taking care of the most common issue advertisers today are facing: lack of transparency and incorrect/unclear reporting of advertising campaign results.
There’s no denying that the world of digital advertising is due an overhaul. Other cryptocurrencies like the Basic Attention Token are already making their way into this space using the Brave browser.
The challenge that AdEx will face is they really are taking on the Goliath of the Internet: Google. Sure, the team behind AdEx is vast and hugely experienced, but what’s the strategy here – get acquired? Any whiff of competition sensed by Google and they’re likely to either acquire AdEx or revolutionise their own platform.
What will be interesting about this is the issue of centralisation vs. decentralised, with Google being perhaps the biggest example of centralisation outside of government, and blockchain technology being the opposite.
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