AdEx
AdEx
Token: ADX


A Decentralized Ad Exchange

ICO dates
Start date: 2017-06-30
End date: 2017-06-30

Registrated in: Russia

Platform: Ethereum

PREMIUM ICO

https://www.adex.network/ Screenshot
AdEx categories
Internet Business services
AdEx token sale
KYC passing required No | Whitelist No | Restriction for countries No
Hard cap 40000 ETH
Tokens for sale 46,800,000
Sold tokens 46,800,000
Price 0.24 USD
AdEx news, social
AdEx search trends in Google
Random whitepaper excerpts

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 platform.
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 platform 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 w...

Table of contents
Abstract
2
Table of contents
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 methods 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
<...

Full process walk-through
24
ADXToken2 (ADXT)
25
AdEx Fund
25
Roadmap
26
Stage 1: Research: Completed
26
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
31
Extended use cases
32
References
33
4
...

Introduction
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
A

dEx 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 technology of AdEx leverages blockchain and smart contracts, thus eliminating the

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
Dimo Stoyanov
Co-Founder & COO
Vanina Ivanova
Ad Tech
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 comes from a background in UX
and UI design, and front-end
development. Together...

Sebastian Stupurac
Strategy Advisor
Guy Corem
Strategy Advisor
Dominik Zynis
Marketing 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
information systems and product
management.
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 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
Nikola Stojanov...

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 growt...

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
i

nformation 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 ensu...

AdEx Roadmap

1
12 Dec
AdEx first announced
2
Jun 30
ADX creation event starts
3
July 30
ADX creation event ends
4
Jan 30 2018
Beta released
Ivo Georgiev
Ivo Georgiev CO-FOUNDER

Dimo Stoyanov
Dimo Stoyanov CO-FOUNDER

Vanina Ivanova
Vanina Ivanova MARKETING & AD TECH

Shteryana Shopova
Shteryana Shopova SECURITY EXPERT

Ivo Paunov
Ivo Paunov DEVELOPER

Allesya Ivanova
Allesya Ivanova GRAPHIC DESIGNER

Jihan Wu
Jihan Wu STRATEGY ADVISOR

Stas Oskin
Stas Oskin TECH ADVISOR

Sebastian Stupurac
Sebastian Stupurac STRATEGY ADVISOR

Lior Zysman
Lior Zysman LEGAL ADVISOR

Guy Corem
Guy Corem STRATEGY ADVISOR

Dominik Zynis
Dominik Zynis MARKETING ADVISOR

Nikola Stojanow
Nikola Stojanow BIZDEV ADVISOR

Vladislav Dramaliev
Vladislav Dramaliev COMMUNITY ADVISOR

Vincent Zhou
Vincent Zhou Strategy Advisor - China

Vincent Zhou
Vincent Zhou
Strategy Advisor - China
CHINA ADVISOR
Founding Partner Of FinTech Blockchain Group (FBG)
Vladislav Dramaliev
Vladislav Dramaliev
COMMUNITY ADVISOR
MARKETING & COMMUNITY
Nikola Stojanow
Nikola Stojanow
BIZDEV ADVISOR
BUSINESS DEVELOPMENT
Guy Corem
Guy Corem
STRATEGY ADVISOR
Mining Advisor
Blockchain Advisor
Dominik Zynis
Dominik Zynis
MARKETING ADVISOR
Dominik ZYNIS
Dominik ZYNIS
WINGS Cofounder
Lior Zysman
Lior Zysman
LEGAL ADVISOR
Advisor
LAW AND REGULATION
Legal Advisor
Legal Advisor ZAG-S&W /Blockchain Projects
Law & Regulation
Legal Advisor
Sebastian Stupurac
Sebastian Stupurac
STRATEGY ADVISOR
Project & Product
Advisor
Community Advisor
Project & Product at WINGS DAO
Blockchain Funding Expert
ADVISOR
Stas Oskin
Stas Oskin
TECH ADVISOR
BizDev and Core Dev
Advisor
Blockchain Expert
Advisor
Jihan Wu
Jihan Wu
STRATEGY ADVISOR
VP MARKETING , Aircoin
CEO of Bitmain
Ivo Georgiev
Ivo Georgiev
CO-FOUNDER
Advertising advisor CEO adex.network
Ad Tech Advisor