AdEx (ADX) joins a long list of blockchain projects that are trying to change the online advertising ecosystem and make it more honest and secure. AdEx completed an ICO in 2017 and garnered a great deal of interest during the 2017 bull run. However, given the general fall in the cryptocurrency markets and an influx of decentralized competitors, the project faces a tougher environment going into 2019, but the main question remains is it worth it?
What is AdEx?
AdEx is a decentralized platform being built to offer an online advertising solution that connects advertisers and publishers directly to negotiate advertising prices without the intervention and expense of a third-party intermediary.
The project is also looking to create solutions for internet users by building a platform that lets them specify the types of ads they want to see, as well as providing management for their personal data and privacy.
AdEx is entering a crowded space, with a number of new blockchain projects targeting the advertising exchange industry. Some other platforms working in the space include Basic Attention Token, Bitclave, adChain, and chain. AdEx is tackling the industry from the unique angle of unrestricted access, transparency, and no fees.
The overriding mission of AdEx is to disrupt online advertising by solving problems related to privacy, excessive adblocker usage, and advertising fraud. And of course, they are thinking of users by implementing a consent-based system to opt-in to sponsored messages.
AdEx was originally built on the Ethereum blockchain but has plans to port over to the NEO blockchain. This was announced in August 2017, but there is no set timeframe for the move and AdEx remains an Ethereum-based platform.
Features of AdEx
Users, publishers, and advertisers all benefit from the core feature set of AdEx, which includes all the following:
- Detailed reporting;
- Available for all internet browsers;
- User privacy is a top priority;
- Governance by end-users
- Heavy focus on media, entertainment, and gaming industries.
In general, all of the features of AdEx will replace the traditional advertising platforms and models currently in use.