Blockchain-Based Ad Platform’s New Approach to Tackling Fraud

A blockchain-based advertising platform says it is committed to reducing levels of fraud in the ad industry — enabling marketing budgets to go further.

AdEx says its infrastructure means advertisers and publishers receive data about impressions in real time, enabling businesses to track the progress of campaigns. The elimination of a withdrawal threshold allows publishers to receive revenues for adverts whenever they please, delivering much-needed flexibility.

According to AdEx, the advertising industry is currently losing billions annually — and smaller brands, which are already struggling to get their voices heard in an era of information overload, are bearing the brunt most. Its infrastructure aims to ensure that companies never pay for fake traffic, avoid low-quality traffic that has no impact on the generation of new sales and leads, and save money thanks to the fact that ineffective middlemen are eliminated from the process.

Unlike other platforms, AdEx says it aims to empower marketing executives by delivering full transparency 24 hours a day, seven days a week meaning they can spot suspicious or low-quality traffic before it is too late. Better still, streamlined fees mean businesses only pay toward the cost of validating impressions.

AdEx says its platform has been built as an open-source, transparent and fraud-proof alternative to traditional networks — reducing cases in which wrong data is reported and linking advertisers and publishers directly. Data about users is only stored locally in browsers. Better still, instead of “creepily” tracking the public’s behaviour, users are only targeted contextually via the websites they visit.

In an attempt to appeal to a broad cross section of businesses, 18 major ad formats are supported that account for more than 85% of the display advertising market. This gives businesses the freedom to launch campaigns in a format that matches their style, design preferences and the message that they want to get across.

AdEx has also become a member of the Blockchain Working Group run by IAB Tech Lab — joining major industry players such as Google, Adobe, IBM, Amazon, Twitter and BuzzFeed.

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