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Alkimi is a decentralized, programmatic digital advertising exchange, and a purportedly far more efficient one relative to the traditional, centralized ad exchanges run by the likes of Google, Amazon and Facebook.
The Alkimi Exchange's native asset, used for rewards staking among users, is ADS.
Programmatic advertising is an automated ad buying/selling process involving an online marketplace where advertisers, agencies, platforms and publishers bid in real time on digital ad inventory across the web (e.g. brief snippets preceding music videos posted on social media).
With Real-Time Bidding (RTB), advertisers participate in an "ad auction" as slots pop up. The largest programmatic ad exchange is Google AdX.
Alkimi states that its mission is to "restore the value exchange between advertisers, publishers and users" in a nod to the widespread recognition among these constituents that their legacy model isn’t ideal, and at its worst is marred by too many ads, period, and also by big tech’s heavy-handedness.
Using Alkimi Exchange – constructed on Constellation Network’s Hypergraph and rooted in fair-minded economics – advertisers create custom ads said to be proven successful within the confines of so-called “walled gardens,” but across the open web.
In decentralized-digital-ad-abetted realms, consumers of content see fewer and better ads; advertisers reach an engaged audience; and, per Alkimi, "publishers regain control of the means for their success – producing creative content.”
Constellation runs on directed acyclic graph (DAG) protocol, a type of distributed ledger technology (DLT) akin to, but structurally quite different from, the blockchain. Constellation’s Hypergraph Protocol touts itself as a revolutionary blockchain-like, blockchain-compatible technology that is secure enough to be used by the U.S. Department of Defense.
Hypergraph's novel L_0 token standard is a highly scalable ledger using a "distributed DAG architecture" that is viewed as compatible with existing digital infrastructures. It is said to allow for infinite scalability, but with minimal transaction fees.
Developers building on the Constellation network are required to stake native DAG tokens to secure bandwidth for their projects.
In May of 2021, Constellation announced that Alkimi Exchange would become one of the first L_0 tokens and "state channel businesses" to be launched on the Hypergraph.
Alkimi Exchange was co-founded in May 2021 by Ben Putley, a UK-based online ad industry veteran who, per Yahoo Finance, saw firsthand how nearly half of an estimated $340 billion industry "went to waste due to inefficient legacy advertising technologies."
Putley led the sales team at The Fifth, News Corp’s influencer marketing agency, according to Alkimi's website.
Another co-founder Adam Chorley, was sales director at SmartFrame technologies.
Among Alkimi's advisors, per a Reddit thread, are Ben Jorgensen, Andrew Smith, Mark Woollard, Linden Leadbetter, Tim O'Brien and Barry Herbst.
A public token sale was held on Lattice Launchpad around the same time that Alkimi's ad exchange was launched in May 2021. By late August of 2021, $ADS was changing hands at about $0.88. It has been subject to downside volatility since then.
The circulating supply of $ADS is roughly 100 million; that's out of a capped total supply of 250 million. So it's a deflationary asset connected with a growing community that is being encouraged to stake the token.
In late November of 2021, Alkimi launched a 30-million-$ADS-deep staking pool on Lattice. The $ADS price was roughly $0.40 at that time.
Alkimi's digital ad space disruption mission is just getting underway. But were it to gain traction, so too would $ADS value. In February of 2022, Realm's Metaverse announced a new collaboration that aims to sustainably position ads in that virtual world, making for an interesting test case.
Alkimi Exchange takes a 3% fee from its users, with dividends being paid to token holders.
An immutable record of all media serving and engagements will be recorded on Hypergraph which is trusted by none other than the U.S. Department of Defense.
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