ADX （AdEx Network）白皮书.pdf

Abstract The AdEx team is building the next generation online ad exchange that is based on blockchain technology. Our goal is to provide a more efficient, intuitive and transparent advertising plat. Our aim is to disrupt the existing online advertising landscape and address the significant problems it faces such as advertising fraud, privacy and consent to receiving sponsored messages, and the rise of ad blockers. With digital surpassing all other advertising mediums and accounting for close to 40 of global marketing and ad spend in 2017, we see the need of innovation in this area. We believe we can empower advertisers and publishers with a plat that is secure, transparent and beneficial for all the parties involved in the process including consumers who have been left out by existing advertising networks. Our expertise in the fields of software development, blockchain cryptography, video streaming and online advertising give us the confidence in creating an ad exchange that will be superior to all existing solutions used around the world. 2 Table of contents Abstract 2 Introduction 5 Team 6 Business case 8 Problem 1 Lack of consumer consent 9 Problem 2 Privacy concerns and data misuse 9 Problem 3 Lack of bidding transparency 10 Problem 4 Unclear and/or misleading reporting 10 Problem 5 Ad fraud 11 Problem 6 Ad blockers ad blindness 11 Problem 7 Central regulation 12 Problem 8 Payment s limitations 12 Problem 9 Lack of focus 13 Summary 13 Competitive landscape 14 Traditional ad networks 14 Decentralized ad solutions 14 AdEx Adoption 15 Token 15 Technology 16 Overview 16 The architecture of the AdEx Core 17 AdEx Core versioning scheme 17 Level two 17 Ports 18 SDK 18 The publisher portal 19 The advertiser portal 19 The AdEx Profile 20 Reporting 20 Storage 21 Exchange mechanism 22 Scalability 22 User verification 23 Full process walk-through 24 ADXToken2 ADXT 25 AdEx Fund 25 Roadmap 26 Stage 1 Research Completed 26 3 Stage 2 Token Crowdsale 26 Stage 3 - Prototype 26 Stage 4 - Adoption and Improvement 27 Stage 5 - AdEx V2 27 Wings DAO 28 Crowdsale 28 Budget allocation 29 ADX token allocation 30 Bounty program 31 Adoption 32 AdEx monetization 32 Extended use cases 32 References 33 4 Introduction AdEx is a decentralized ad exchange built on Ethereum blockchain and smart contracts. The AdEx plat 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 ination 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. 5 Team AdEx is being developed by a team that has worked together on Stremio, a video entertainment hub that grew from 0 to 4 million installs in just under 2 years. Lead by Ivo Georgiev and Dimo Stoyanov, the team brings extensive experience in the areas of software development, cryptography and blockchain, video streaming, as well as in marketing and online advertising to the table. These combined knowledge, experience and the professional backgrounds of the founders are essential ingredients for the success of AdEx. Ivo Georgiev Co-Founder CEO Ivo has extensive experience as a software engineer with a particular interest in the video-on-demand industry. Since 2012, he has been heading Stremio, a video entertainment startup. Well-versed in cryptography and crypto currencies. Dimo Stoyanov Co-Founder COO Dimo comes from a background in UX and UI design, and front-end development. Together with Ivo Georgiev, he runs the VoD entertainment hub Stremio. Dimo is experienced in project management, product design, and brand strategy. Vanina Ivanova Ad Tech Vanina has more than 12 years of experience in advertising, and online marketing, as well as in ad tech. She has ran and managed huge digital marketing projects in the fintech industry, and has been a part of the team of a major cloud storage provider. Shteryana Shopova Security Еxpert/Developer Shteryana is a well-seasoned software engineer and software architect. Throughout her career, she gained noteworthy experience in cybersecurity. For the past 10 years, Shteryana has been contributing to the FreeBSD project as a committer. Alexandru Branza Developer Alexandru is a software / web developer with more then 8 years of experience specializing in video players, p2p, blockchains and web services. A strong believer and contributor to open source communities. Ivo Paunov Developer Ivo is a software developer with experience in the following fields mobile and web development, and Javascript. He is part of the Stremio team and helps develop the company’s video entertainment hub. Alessya Ivanova Designer Allesya is a creative graphic designer who has been contributing to the Stremio project where she is responsible for UI and UX. She holds educational degrees in graphic and product design and has more than 10 years of experience behind her back. Jihan Wu Strategy Advisor Jihan is one of the founders of BITMAIN Technologies, one of the most recognized and valuable bitcoin mining hardware provider. Wu is a supporter of Bitcoin Unlimited, a solution to solve bitcoin’s scalability issue. Stas Oskin Tech Advisor Stas has over 10 years of experience in engineering, development and management of software, cloud, healthcare, cryptocurrency, social products and services. He is an entrepreneur, crypto-enthusiast and a life hacker. 6 Sebastian Stupurac Strategy Advisor Sebastian is an entrepreneur, visionary and a husband. He’s a big believer in crypto and blockchain technology, in which he has been involved since 2013. Sebastian has vast experience in ination systems and product management. Guy Corem Strategy Advisor Guy has a versatile professional experience - he has worked for major companies like Intel, Boxee and Voltaire. Along with that, he has background in funding startups, cybersecurity and cryptocurrencies/bitcoin. Dominik Zynis Marketing Advisor Dominik has been involved in the cryptocurrency scene since 2012. His background includes top sales rep for Oracle Corp., cofounder of State Software known for discovering JSON, and Head of Communication and business development at Mastercoin Omni Foundation. He leads PR and marcom at WINGS Foundation. Lior Zysman Legal Advisor Lior is a corporate lawyer advising startups and investors on crowdfunding and cryptocurrencies, and working on decentralized autonomous non-profit organizations Runner-up at Consensus 2016 Hackathon with a Charity DAO. Nikola Stojanov BizDev Advisor Nikola is a Business Development cutive with experience in Germany, Eastern Europe, MENA and Asia Pacific. During the past 10 years, he has developed and consulted a number of international projects, including the Aeternity blockchain plat. Vladislav Dramaliev Community Advisor Vladislav is a digital marketing analyst Bitcoin entrepreneur. He is the founder of BitHope.org, CryptoCrowd.org and the Bitcoin/Blockchain meetup in Sofia, Bulgaria. Vladislav is also co-founder of the Bulgarian Bitcoin Association. Vincent Zhou Strategy Advisor - China Vincent is the general manager and founding partner of Fintech Blockchain Group. He has a successful career in high tech and blockchain companies, and is considered to be one of the most influential blockchain venture capitalists in China. Richard Titus Strategy Advisor Richard is a serial entrepreneur with a passion for the Internet, technology and media. A longtime holder of crypto, he has been acting as strategic advisor to a number of blockchain projects, including po.et, HIVE, and now AdEx. The AdEx team is working with WINGS - a decentralized plat for crowdfunding projects that was recently named one of the top fintech startups by the CoinTelegraph. WINGS have a core role both in advising the AdEx project itself, and in providing the plat for the AdEx crowdsale. AdEx The team is also backed up by BITMAIN Technologies, a world leader in Bitcoin and cryptocurrency mining technology. In 2015, Bitmain made a significant investment in the Stremio plat. In partnership with 7 Business case Why are we building the AdEx Network We are creating a token of influence that solves the current problems of online advertising Global advertising and marketing investments continue to grow exponentially around the world, and since last year we see a significant shift in the importance carried by different advertising mediums while TV has always until now been king for advertisers, it is slowly being outrun by online digital channels. In 2017, global online advertising will outspend the ad king - television for the first time. Zenith’s Advertising Expenditure Forecasts report September 2016 predicts an average growth of 14 for internet advertising in the period 2015-2018. The report stipulates that by 2018, the internet would account for 38.6 of all global advertising investment. In 2018 alone, advertisers are expected to spend more than 220 billion, up 11.7 from the 2017 projection of 198.8 billion. Despite its huge growth, however, the online advertising industry struggles with a lot of issues. We have identified the ones that affect it the most. Source Zenith 8 Problem 1 Lack of consumer consent While popular advertising networks like the ones of Google and Facebook allow for some extent of consent and control over what ads users see, this functionality is very limited, and a lot of options are simply hidden from the end user Facebook, for example, collects data from the so-called “data brokers” but it took us purposeful research to find ination on opting out of these . Furthermore, it is directly bound with the targeting parameters of each campaign, launched by an advertiser - if an advertiser makes a mistake when defining these, the ad will be broadcast to people who may not be interested in it and may not want to see it. Solution The AdEx Profile As we mentioned earlier in this paper, each and every user, to whom AdEx serves ads, will have their own profile where they can be as precise as they want outlining their interests and preferences. This profile will ensure that consumers only see ads that are relevant to them. For advertisers this means more precise targeting, less opportunities for mistakes when setting their campaigns, and higher conversion rates. Problem 2 Privacy concerns and data misuse Major ad serving networks and exchanges operate with huge amounts of centralized data that can easily be traced back to the consumers’ identities. Despite legal disclaime