Yesterday I wrote about the blockchain, digital advertising, and [adChain](https://steemit.com/bitcoin/@g-dubs/the-blockchain-is-coming-for-digital-advertising-checking-out-adtoken).

AdChain is tacking the problems of digital advertising through a registry for reputable publishers.

[AdEx](https://www.adex.network/) aims to tackle all the same problems facing digital advertising. But they’re starting with an ad exchange on the blockchain.

<center> http://i64.tinypic.com/2la58bq.jpg</center>

AdEx believes the most prominent issue is ad fraud. This includes fraudulent ad impressions, clicks, conversions, etc. Currently the information provided by ad networks is not fully transparent, and there’s no way to verify the data.

It’s estimated brands will lose $16.4 billion in 2017 to ad fraud.

An ad exchange on the blockchain will create a ledger where advertisers can track banners, videos, ads, impressions, etc. It will also allow participants to use unified key performance indicators and track return on advertising spend.

To use the AdEx ecosystem you will need the ADX token. That will enable you to buy and sell advertising.

AdEx had a token sale starting June 30 which completed the same day. Of the total 100 million tokens, 80% were sold in the crowdsale.

The company behind AdEx is [Stremio](https://medium.com/the-adex-blog/q-a-the-relationship-between-adex-and-stremio-7c21ff46f117), a video entertainment content delivery service. The founders of AdEx, Ivo Georgiev and Dimo Stoyanov, are the same guys behind Stremio. Legally, however, they are two separate entities.

Stremio will be the AdEx exchanges first large publisher and a potential advertiser as well.

You can pick up ADX tokens on the Bittrex exchange.

If you read this far here's your reward -- Jihan Wu is a strategic advisor.

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