AdEx is a decentralized 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 surgical 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.
P.S The AdEx Core will be ported to NEO (Antshares) and possibly other technologies if they have the necessary scalability and maturity. Again, this is something that may only change across generations of the Core.