With the launch of AURA, AdEx's customers are getting a powerful new tool that will enhance their ability to analyze user's blockchain activities.
The blockchain-based Web3 advertising platform AdEx has announced a new tool called AdEx AURA to help advertisers and decentralized applications deliver more targeted and personalized experiences for users.
AdEx AURA uses artificial intelligence to analyze user's on-chain activity on networks like Ethereum and Layer-2s such as Polygon and Arbitrum, so it can provide insights that inform greater personalization in Web3.
AURA's AI models are able to process blockchain activity such as transaction patterns and dApp usage in order to make suggestions, such as relevant actions and services. So if someone often trades on a decentralized exchange platform, it can offer recommended actions specifically for that DEX. Alternatively, if a user recently bridged funds from Ethereum to Polygon, it can suggest actions based on that new network.
AdEx says this makes AURA more like an AI agent than a traditional AI model, helping to reward blockchain service providers and users with more relevant experiences.
It's the latest weapon in AdEx's arsenal as it attempts to transform how advertising works in the Web3 world. Founded in 2017 as a traditional ad exchange, the company pivoted last year to become a demand-side platform that's laser-focused on serving advertisers. Its platform aims to connect Web3 brands with users by leveraging the history of their blockchain activities, and it provides strong incentives on both sides. Users, by opting in and letting advertisers analyze their historical blockchain activities, earn ADX tokens as a reward for doing so. Alternatively, they can just opt out and keep their records private.
Advertisers meanwhile, can access a programmatic advertising system that sources traffic through a real-time bidding process. Ad performance is enhanced through its "Zero-Knowledge Targeting Engine", which utilizes blockchain data and information that's stored on user's devices to build up a better picture of the kinds of ads they might want to see.
Uniquely, the ad targeting process is computed entirely on the user's devices, ensuring that they can remain anonymous. According to AdEx, this system allows Web3 users to control the kinds of ad experiences they want to see, meaning they will see far less ads for products and services that are not going to interest them. Instead, they'll see more ads for things they might actually consider paying for.
With the launch of AURA, AdEx's customers are getting a powerful new tool that will enhance their ability to analyze user's blockchain activities. They'll be able to leverage this knowledge to embed more personalized recommendations into products such as digital wallets, blockchain explorers and dApps.
AdEx said in a blog post that AURA's AI helps to introduce human-like reasoning into the recommendation process, answering the question of "which opportunities could be most valuable to this user?"
AdEx provided a few examples of how this can work. A crypto wallet, such as AdEx's Ambire Wallet for instance, can use AURA to better organize its dApp catalog specifically for each user, prioritizing those dApps that they're more likely to consider useful. It can also use AURA to find and render the most effective ads for each users.
Alternatively, a blockchain explorer could use AURA to suggest more meaningful next steps, while a crypto bridge can make suggestions based on where the user has bridged their funds.
To take advantage of AURA, advertisers and businesses can stake ADX tokens in a smart contract to prioritize their ad placements and recommendations. According to AdEx, this will foster the creation of a safer and more scam-resistent environment in Web3.
AdEx Chief Executive Ivo Georgiev said AURA can help to improve engagement in Web3. "It's about delivering smarter, more personalized interactions that benefit everyone," he said, as opposed to simply analyzing on-chain activity.
AdEx said AURA is the first of several new products it's set to launch in the coming weeks, so we can expect to see more innovations in Web3 ad targeting and personalization soon.
