We have already looked at the origins and utility of the ADX token, and now it is time to dive deeper into ADX staking - its history, evolution, role in the AdEx ecosystem, and benefits for stakers! Follow ADX’s exciting journey below!

Before we discuss staking in more detail, it is important to expand on the AdEx ecosystem, where the ADX token and ADX staking play crucial roles:

The AdEx ecosystem and role of ADX

The story begins in 2017 when the idea of AdEx was born, the ADX token was launched, and a successful ICO raised over $10 million. Just a year later, in 2018 we marked the launch of AdEx Network - an ad platform connecting publishers and advertisers directly, and the listing of the ADX token on major exchanges, such as Binance and Huobi, amongst others.  The following year, 2019, was dedicated to further token listings (currently available on over 30 exchanges) and major platform improvements, which led to an impressive achievement of over 165 million impressions in its first year, making the AdEx platform the biggest payment channel on Ethereum!

The next year, 2020, marked major updates for the ADX token—an important part of the ecosystem serving as a staking, governance, payment, and rewards tool. We increased its value by upgrading it to allow for DeFi features, launching staking, and continuing to expand exchange listings.

2021 was dedicated to strategic planning for the future of AdEx - we announced plans for AdEx V5 with lower fees, expanded campaign settings, and enhanced security. Fast-forward to 2022, when we transitioned from an ad network to an advertiser-focused DSP (demand-side platform). 2023 was spent developing a blockchain DSP, and the AdEx Platform was officially released in June 2024, together with an upgraded ADX staking. What an exciting journey, right?

ADX Staking: past and present

Now let’s explain what ADX staking is before we go into its history, evolution and benefits.

What is ADX staking

ADX staking is a fundamental part of the AdEx ecosystem that empowers token holders to participate in the platform's operations while earning rewards.

By locking up your ADX tokens through the AdEx Staking Portal, you, as an ADX holder, contribute to the network’s security and reliability and receive generous incentives in return. This staking mechanism, deeply rooted in the concept of Proof-of-Stake (PoS), also enhances the integrity of AdEx by ensuring that validators have a vested interest in maintaining the platform's success.

Validators act as independent entities who use their computational power to ensure the security of the AdEx platform. They validate transactions and confirm whether interactions between advertisers and publishers are legitimate, as well as participate in the PoS (proof-of-stake) consensus mechanism of AdEx and lock ADX tokens as collateral. Using validators helps prevent ad fraud, double spending, and other issues and ensures agreement among network participants on the state of the blockchain.

Staking ADX tokens also gives holders voting power in the governance of the AdEx project by allowing them to have a say in the direction of development, new features, and other important decisions.

The ADX Staking story

The ADX Staking Portal was originally released in early 2020 while the original advertising platform was still in a private beta. The first available staking pool was the “Validator Tom”, operated by AdEx. This pool is still available for staking.

Over the years, the ADX token and the Staking Portal have undergone multiple upgrades, improvements, etc. For example, in the summer of 2020, the ADX token was upgraded to allow for DeFi functionalities and to become the first ERC-20 token with built-in flash loans. A second staking pool was introduced, the so-called Loyalty Pool, which was later retired to shift the focus back to Pool Tom. The Loyalty Pool was designed to enable users to stake $ADX without the need to lock their tokens for 20 days. This flexibility encouraged more people to move their ADX tokens from exchanges into staking, boosting demand for ADX. Additionally, the Loyalty Pool played a key role in developing a crucial feature in the ADX ecosystem: the decentralized governance system.

Later, in 2021, ADX staking was migrated to a new smart contract for further staking enhancements. Most recently, after the launch of the updated AdEx advertising platform, the Staking Portal got a facelift to keep up with the times.

The refreshed look of the AdEx Staking Portal as it looks in summer of 2024

But the sentiment has remained the same throughout the years: staking is here to stay and helps secure the AdEx ecosystem while rewarding ADX holders.

What is the role of ADX staking for the AdEx ecosystem

There are 3 main ways in which ADX staking supports the AdEx ecosystem. Let’s look at all three of them:

Security and decentralization: By staking ADX tokens, ecosystem participants support the robustness and decentralization of an advertising network that is resistant to malicious attacks and centralization risks.

Trustworthiness of validators: Validators are required to use their ADX tokens as collateral, a.k.a having skin in the game, which motivates them to act in the best interest of the ecosystem. This ensures their integrity and accuracy — or means penalties in case of malicious activities.

Stability of the ADX token: The staking process reduces token volatility by taking tokens out of circulation.

Benefits of ADX Staking

There are multiple benefits for those holders who participate in ADX stakings, such as:

Governance participation

Holding ADX-STAKING tokens, which you receive in exchange for ADX tokens when staking, allows you to participate in governance votes. This way, you can have a say in strategic decision-making for the future and development of the AdEx ecosystem.

Staking rewards

Not only do you support the ecosystem by staking your ADX tokens, but you also receive rewards for doing so. The current annual yield (APY) is at 4.35% - so even when the market is down, you are still making money.

Upholding token value

ADX staking helps to enhance the utility of the ADX token and to provide additional value to ADX stakers, as opposed to non-stakers.

Additional incentives

ADX stakers can earn additional rewards from special initiatives (campaigns and promotions) organized by the AdEx team.

STAKE ADX NOW

How to stake ADX tokens

Staking is done easily and quickly in 4 steps:

Go to the AdEx Staking Portal

Connect the wallet that holds your available ADX tokens—a browser extension (like Ambire Wallet or Ambire), another wallet via WalletConnect, or Trezor

Choose the token amount you’d like to stake

Confirm the transaction and start earning

ADX staking is also pre-integrated in the web and mobile versions of Ambire Wallet.

A step-by-step tutorial on how to stake for both of the above options is available here.

In conclusion

ADX staking isn’t just about the rewards for its users. Its extensive history and multi-faceted utility make it a vital part of the AdEx ecosystem. Thanks to it, ADX holders can actively participate in growing the ecosystem, shaping the future of AdEx, and ensuring the security of the platform.

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Since the launch of the new AdEx platform in June 2024, we've focused on enhancing both the backend infrastructure and the user experience on the frontend. The successful ad campaigns that followed the launch provided valuable insights, driving us to optimize processes further and explore innovative technologies. As we continue to improve our platform, we're excited to share some of the key updates and enhancements we've made over the past few months.

Backend optimizations

Infrastructure upgrade

We've upgraded our servers, making them four times more powerful. This significant enhancement ensures greater stability and faster processing times, enabling us to support more complex operations and handle a higher volume of traffic.

Performance optimization

Our backend performance has been dramatically improved, with the ability to handle 1000-2000% more requests on the same hardware. This is primarily due to the implementation of Redis caching and better multi-thread handling of requests, which streamline processes and reduce latency.

Database optimization

We refined our database systems, leading to faster data retrieval and processing. These optimizations contribute to a more efficient platform, allowing for quicker responses and better targeting evaluation when matching user campaigns.

Frontend enhancements

Our commitment to user experience continues with several tweaks and changes to the platform’s UI. These improvements are aimed at making navigation more intuitive and the overall experience more enjoyable for users, here’s what’s better:

Introduction of HTML banners

We've now introduced HTML banners to make ads more interactive and engaging. This update allows for richer, more dynamic ad content, giving advertisers greater flexibility in presenting their messages. HTML banners are compatible with all IAB-supported ad sizes and are easy to implement, making them ideal for more interactive ad campaigns.

Campaign editing feature

Advertisers can now edit active campaigns, giving them more control over their ads. This feature allows for real-time adjustments to campaign targeting and the ability to block specific publishers, ensuring that users can fine-tune their campaigns even after they’ve gone live.

Say no to bad performers ⛔

If you see publishers aren’t delivering the expected results, now you can remove them from your AdEx campaigns and optimize your placements! pic.twitter.com/MWPnj7sXkU

— AdEx (@AdEx_Ads) August 20, 2024

Admin interface

We’ve streamlined the admin interface, making the process of approving campaigns and assisting users faster and smoother. These changes are designed to enhance efficiency and reduce the time required for administrative tasks.

Staking portal update

The AdEx Staking Portal has been refreshed with a new look, aligning it with the overall aesthetic of our platform. The redesign offers a more cohesive and visually appealing experience, making it easier for users to engage with our staking features. The staking portal is a key component of the AdEx ecosystem, with over 57 million ADX tokens staked in Pool Tom and more than 5 million in the Loyalty Pool, representing a significant portion of all ADX tokens in circulation.

The new look of the AdEx Staking Portal

Development of AI features

Our ongoing efforts to explore AI features are set to significantly enhance our advertisers' campaigns by optimizing them for maximum performance. We are developing and integrating AI tools across three key areas: protecting against ad fraud, optimizing campaign budgets and targeting, and streamlining the creative creation process. These advancements will help our clients achieve better results with more efficient and effective campaigns.

Marketing initiatives

Over the past few months, we've been working closely with Key Opinion Leaders (KOLs) and our PR agency to boost awareness of AdEx. These initiatives are part of our larger strategy to attract more users and expand our presence.

In July, we held our third Web3 marketing-focused event during EthCC7, bringing together a dynamic group of Web3 marketers in Brussels for a panel session, brunch, and networking.

Building on the success of our previous events, we're thrilled to announce an upcoming all-marketing summit during Devcon7 SEA, where seasoned marketers will have the opportunity to exchange ideas and connect face-to-face.

Looking ahead

We have some exciting announcements on the horizon, so stay tuned! We’re committed to continuing our journey on making AdEx better and look forward to sharing more updates with you soon.

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Introduction

Stremio is a video streaming platform that allows users to watch their favorite movies and TV shows across all devices from a single platform. With its intuitive interface and extensive content library, Stremio delivers a secure, modern, and seamless entertainment experience. Boasting a user base of over 30 million, including 7.2 million monthly active users, Stremio continues to expand its influence as a leading player in the streaming industry. The platform enjoys particular popularity in South and North America, as well as part of Europe, reflecting its broad appeal across diverse markets.
Following a website redesign, Stremio partnered with AdEx to conduct an A/B testing campaign aimed at evaluating the effectiveness of two different homepage designs. The focus of the test was on the color and position of the main call-to-action (CTA) button, which encouraged users to download the Stremio app. The primary objective was to determine how these variations would influence user behavior, particularly in terms of the number of clicks on the CTA button and, ultimately, the number of app downloads.
Stremio's homepage after the website redesign.
Campaign overview
The campaign launched with AdEx aimed to determine which homepage design would drive higher user engagement and conversions by testing two variations. One version featured a smaller, more visually striking button, while the other showcased a larger but less contrasting CTA button. The goal was to identify which combination of size and color would most effectively capture user attention and encourage app downloads.
With a total advertising budget of $10,000, each website version received $5,000 in funding. The campaign targeted users interested in streaming, entertainment, and movies across key markets such as Brazil, Argentina, the United States, Canada, Portugal, the United Kingdom, Israel, and India. Ads were shown on both mobile and desktop platforms to ensure a wide and representative reach.
The cost per thousand impressions (CPM) ranged from $2 to $7, enabling the campaign to reach its targeted audience effectively. The primary key performance indicator (KPI) for this A/B test was the number of clicks on the CTA button, a direct measure of user engagement and downloads of the Stremio application.
Results
Campaign A, which featured a smaller, boldly colored CTA button, achieved significant success. With a budget of $5,000 and an average CPM of $3.68, the campaign generated 1,358,695 impressions. From these impressions, 32,608 users clicked on the ads, resulting in a click-through rate (CTR) of 2.4%. Importantly, 731 users clicked on the CTA button on the Stremio homepage, leading to a conversion rate of 2.2%. The bounce rate for this version was 43%, indicating that a substantial portion of users remained engaged after clicking through to the site.
In contrast, Campaign B, which tested a larger, less colorful CTA button, yielded different results. With the same $5,000 budget and a slightly lower average CPM of $3.15, Campaign B achieved 1,587,301 impressions. However, the number of clicks was lower, with 30,158 users engaging with the ads, resulting in a CTR of 1.9%. The CTA button on the Stremio homepage in this version received 508 clicks, leading to a conversion rate of 1.6%. The bounce rate for Campaign B was higher at 48%, suggesting that users were less engaged and more likely to leave the site after clicking through.
Conclusion
The A/B testing campaign conducted with AdEx provided clear and actionable insights into the impact of CTA button design on user engagement and conversions. Campaign A, featuring a smaller but more visually striking CTA button, outperformed Campaign B across all key metrics. The results demonstrated that users were more likely to engage with and convert on a homepage with a prominent, attention-grabbing button, leading to a higher click-through rate and a greater number of app downloads.
These findings highlight the critical role that design elements play in optimizing user experience and achieving campaign objectives. By leveraging the insights gained from this A/B test, Stremio can make informed decisions to enhance its homepage design, ultimately driving more effective user engagement and continued growth. The collaboration with AdEx facilitated this testing process and successfully attracted new users to the site, further contributing to Stremio's expansion in key markets.