AdEx, advertising exchange platform, has released its beta today. Among other, major improvements include accessible UI for publishers, which enables them to list their ad inventory on the platform, as well as for advertisers allowing firstly to bid for the listed ad slots and, secondly, submit their ads.
It is to note, that AdEx beta was expected to be released ahead of schedule in October 2017, but, according to the company’s blog post, they has opted for building yet better product and reverted to the initial schedule:
“At that point we made the decision to stick to our original release date for the benefit of a superior decentralized app. We knew that a part of our community would be disappointed but our choices have always been directed by scalability, efficiency and user experience.”
In fact, given that typically projects try to please the audience releasing “half-finished”products, this, indeed, seems to be a wise decision, which allowed the team to spice up the beta release with the improvements not meant to be anticipated before 2019 with the AdEx V.2.
With already tested out Ethereum-based advertising marketplace as the platform’s core, the project has partnered with Ink, global travel media provider, and conducted world’s first blockchain-driven ad auction, during which it managed to sell 1 million advertising spaces on boarding tickets. The project also boasts a significant list of partnerships which comprises companies from blockchain industry and beyond. These include NEO, Wings platform, Fintech Blockchain Group, Snip, AdHive, and others.
Having chosen simplicity and accessibility as the project’s outstanding features, the team has developed its second generation of smart contracts, which allow bids to persist as off-chain signed messages until accepted. This improvement alone is expected to provide greater scalability, reinforced by specific smart contract architecture compatible with second-layer scaling solutions. On top of that, according to the announcement the new approach additionally opens up wider integration opportunities.
Worth mentioning, that earlier in 2017 AdEx has successfully distributed 40,008 ETH worth of tokens, showing surprisingly steady price dynamics. As for the future plans, the project aims to continue exploring scaling options, add video and interactive ads, and work on its SDK, designed for mobile platforms. Therefore, the team works well on their course, optimizing the whole year-long development agenda.
It’s believed that shortly advertisers and publishers would be able to figure out for themselves if the tradeoff was worth it. All in all, the team has expressed commitment to respond to users’ feedback and customize the product accordingly.