The AdChain project is made up of several interoperable protocols hosted on the Ethereum blockchain that aim to disrupt the $175+ billion digital advertising industry. It is in direct competition with other blockchain-based ad serving services like the BAT protocol.
The main protocol being developed by this project is the adChain Registry, which acts as a decentralized token-curated whitelist of certified publisher domains, with the objective of eliminating the fraudulent purchase of bot ad traffic, which can cost advertisers up to $16 billion a year.
The adToken is an Ethereum ERC20 token that functions as the cryptocurrency of the adChain Registry open protocol. These tokens are meant to become a browser-agnostic solution for digital advertisement services, and can easily be integrated with already existing industry standards.
The Team and Associates
The adChain Registry open protocol is a joint effort by several companies, including the adChain Association (ACA), ConsenSys, the Data & Marketing Association (DMA), and Los Angeles based MetaX. The enterprise's technical team is presided by Consensys founder Mike Goldin, Miguel Morales, and Ameen Soleimani, while the development team is led by digital advertisement specialists Shailin Dhar and Raleigh Harbour.
In this partnership, the DMA is in charge of promoting the responsible research needed for the fulfillment of client needs, and of providing a marketing ecosystem for industry partners. The ACA provides a platform for the development and enhancement of secondary services, aimed to attract more clients. MetaX is in charge of developing the user interface for a browser-based voting system.
Domain Names and Tokens
All interested publishers can get listed on the adChain registry by supplying their domain names, and depositing a certain amount of adTokens which has to be periodically renewed in order to maintain their listings on the registry. All listed domains are stored by an Ethereum smart contract, which helps advertisers prevent domain spoofing, by serving as a reference for users who wish to verify a website's authenticity. Sites get added to the whitelist after passing an "election phase" where token holders vote with ADT to determine if a certain website is authentic and whether it gets added to the registry’s whitelist.
The total supply of aDTokens is 1 billion ADT, and users can hold them in any ERC-20 compatible wallets like MetaMask, MyEtherWallet, or the official adToken Wallet, or in hardware-based solutions like the Trezor, or the Ledger Wallet. ADT tokens are currently available for trade on Upbit, YoBit, and Bittrex.
The adChain project maintains a healthy social media presence, through the MetaX medium page, where all project’s Dev Updates are published. The adChain team also manages the Twitter account, which is used to spread adChain-related information and content for a wider audience.
The Initial Coin Offering for the project was held on June 26 2017. The adChain team sold all their tokens in one block, which were initially priced at $0.0154, managing to raise a little over $7.7 million in less than 24h.