AdEx Network
AdEx Protocol
AdEx is an open, trust-minimized protocol & stack for digital advertising that reduces ad fraud, malvertising and protects user privacy. It originated in 2017 as a decentralized ad exchange for digital advertising, and later evolved into the full-stack solution it is today.
The AdEx protocol facilitates trading of advertising space/time, as well as the subsequent verification and proof that it actually occurred. Essentially, it covers all interactions between publishers, advertisers and end users. The protocol combines traditional peer-to-peer technology, cryptography and blockchain.
The rationale for creating the AdEx protocol is to create an open-source, transparent and fraud-proof replacement to the existing stack. In a way, AdEx’s mission is to create a new standard in digital advertising: by introducing real-time tracking and reporting directly accessible to each advertiser and publisher, and dropping the need for most intermediaries, we dramatically reduce the ability for any side to report wrong data to others for their own financial gain. For more information about our rationale, see the Benefits overview.
The AdEx team also develops an open source platform built on top of the Ethereum implementation of the protocol, available at https://platform.adex.network (GitHub Repository).
The AdEx protocol is designed to be completely invisible to end users, while improving their internet browsing experience (generally encouraging quality ads and unobtrusive experience).
This document assumes basic familiarity with computer science, blockchain and adtech.
Values
Transparency: full reporting transparency for publishers and advertisers; they both receive the same reports
No intermediaries: connect publishers and advertisers as directly as possible, therefore maximizing results and revenues; this also implies minimized fees and no commissions
Privacy: ensure the user’s data stays private by never collecting it
No custody of funds: users have full control over their own funds; you can withdraw any amount at any point, no thresholds
Censorship resistance: we empower a free and self-governed ad market with no centralised restrictions on what can and can’t be advertised
Ease of use: modern adtech is complicated. We aim to make it as easy as possible to interact with AdEx
Flexibility: wide variety of use cases, including but not limited to: display advertising, affiliate networks, and even content micropayments
