AdChainA set of interoperable open protocols built on the public Ethereum blockchain that serve the needs of the digital advertising ecosystem. The first protocol under development is the adChain Registry, a decentralized whitelist of non-fraudulent publisher domain names. Other protocols for creative registration and verification, impression tracking, and malware detection, will be added in the future.
- adTokens purpose is for voting, depositing and challenging- adToken holders will vote on whether they believe a publishers website is fraudulent (has bot traffic) or non-fraudulent (has human traffic). They are incentivized to do this because as the value of adChain increases, so too does the value of adToken- The result of this vote is represented in the adChain Registry, which functions as the decentralized white list for digital advertising and is valuable for advertisers- Solves a major issue in the digital advertising ecosystem called domain spoofing- Bidirectional Transport Layer Security (TLS) authentication scheme- A partnership with Data & Marketing Association, an industry group with 1,400 active members and over 100,000 participants which has agreed to help move the project forward with the existing industry