What is Alkimi ($ADS), and how does it work?

What is Alkimi ($ADS), and how does it work?

Alkimi is a programmatic, decentralized ad exchange built on blockchain technology.

Think of it as your classic ad exchange, but with significantly lower, and fully transparent fees. And, since it’s built on the Constellation network’s Directed Acyclic Graph (DAG) blockchain technology, the ad exchange is considerably more energy efficient than its traditional Web2 counterparts.

So it’s not only cheaper and transparent than traditional alternatives - it’s way more environmentally friendly too. 

Traditional Ad Exchanges?

Whenever you see an ad on a web page, there’s a high chance that an auction for that ad space has just taken place. 

Multiple advertisers compete to show you their ads - the highest bidder wins the space on your web page. This is known as ‘real-time bidding’ (RTB), and it’s a key feature of programmatic advertising. (Programmatic advertising just means ads have been distributed using an automated, as opposed to a manual, process). 

Think of an ad exchange as a digital marketplace that enables advertisers and publishers to trade that advertising inventory. 

How Alkimi is Changing the Ad Game?

In a typical programmatic ad exchange, publishers and advertisers are charged up to 20% in fees by the ad exchange alone. These fees are difficult to trace, and it’s often impossible to tell where money has or hasn’t been spent. Alkimi does it differently — it charges a flat fee of 1.5% to both publishers and advertisers with fully transparent costs and complete auditability due to the information being recorded on an immutable ledger.  that is viewable with encrypted information for everyone.

Alkimi also has an open-source ‘Ads Explorer’, which allows users to view all transactions taking place on the exchange. You can check it out for yourself here - it functions very similarly to etherscan.io. 

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About the Founders

Benjamin Putley, CEO & Co-Founder Alkimi Exchange

Ben has 10 years’ experience in digital advertising, predominantly focused on selling software to global publishers.

He led the new business function at The Fifth, News Corp’s influencer marketing agency, where he delivered £2m+ in influencer marketing campaigns with brands including Disney+, Heineken, LR Suntory, Unilever and Nestle.

Prior to the Fifth, Ben led all software sales for Sharethrough’s European Business, selling content management solutions to CNN (International/ Domestic), Forbes, The Telegraph, The Daily Mail and other Comscore top 100 publishers.

Adam Chorley, COO & Co-Founder Alkimi Exchange

Adam has ten years of experience spent on the sell-side at start-ups and large legacy publishers.

He was the Sales Director at SmartFrame technologies, a start-up helping image owners protect, track, present and monetise their images. His role was to build an entire advertising strategy, team and product from the ground up.

Before this, Adam was the Programmatic Director at Conde Nast, helping to bring new advertising technology and revenue streams to a global legacy publisher.

Chandru Narayana, CTO Alkimi Exchange

Chandru has twenty years of experience in various disciplines of software development, architecture, management, and delivery of complex programs. He specializes in information security, privacy, and regulatory aspects of data-driven solutions.

Chandru has worked with clients such as BT, Cisco, Virgin Media, and Vodafone and recently helped to build and operationalize Virgin Media’s targeted advertising platform.

Read Alkimi’s whitepaper here.