Empowering a Blockchain Revolution in Digital Advertising€¦ · matic bidstream to collect higher CPMs. Hyperledger is an open source collaborative effort created to advance cross-industry

Whitepaper Released:26.03.2018

© 2014-2018 EnvisionX Ltd. All rights reserved.Registered Office: 71-75 Shelton Street, London, United Kingdom WC2H 9JQ Email: [email protected]

WWW.EXCHAIN.CO

White Paper

March 2018

Empowering a Blockchain Revolution in Digital Advertising

Contents

Empowering a Blockchain Revolution in Digital Advertising EXCHAIN BY ENVISIONX WHITE PAPER

0607081423283238404448525459606162

AbstractIntroductionChallenges of Digital AdvertisingIntroducing the EXCHAIN PlatformPlatform Application ExamplesCompany Business SummaryMarket Landscape and CompetitionEXT Token EconomicsEXT Token GenerationPlatform Development RoadmapEXCHAIN Technology OverviewThe TeamAdvisory BoardPrinciples and EthicsConclusionPress and PublicationsContact Information

Terms

Advertiser, unless the context otherwise requires, refers to advertiser, brand and agency col-lectively in this whitepaper.

Blockchain, originally block chain, is a continuously growing list of records, called blocks, which are linked and secured using cryptography.

Cost Per Thousand (“CPM”) is a marketing term used to denote the price of 1,000 advertise-ment impressions on one webpage.

Data Management Platform (“DMP”) is a data warehouse. It’s a piece of software that sucks up, sorts and houses information, and spits it out in a way that’s useful for marketers, pub-lishers and other businesses.

Decentralized is the status after the process of distributing or dispersing functions, powers, people or things away from a central location or authority.

Demand Side Platform (“DSP”) is a piece of software used to purchase advertising in an automated fashion. DSPs are most often used by advertisers and agencies to help them buy display, video, mobile and search ads.

Distributed Ledger is a consensus of replicated, shared, and synchronized digital data geo-graphically spread across multiple sites, countries, or institutions. There is no central admin-istrator or centralized data storage.

Domain Spoofing is when a cybercriminal misrepresents a low quality site in the program-matic bidstream to collect higher CPMs.

Hyperledger is an open source collaborative effort created to advance cross-industry block-chain technologies. It is a global collaboration, hosted by The Linux Foundation, including leaders in finance, banking, Internet of Things, supply chains, manufacturing and Technol-ogy.

Impression is a term that refers to the point in which an ad is viewed once by a visitor, or displayed once on a web page.

Insertion Order (“IO”) is a printed form, containing the details of an advertisement cam-paign as part of the marketing strategy of a company.

Internet Advertising Bureau (“IAB”) is the trade association for online and mobile advertis-ing. It promotes growth and best practice for advertisers, agencies and media owners.

Programmatic Ad Buying typically refers to the use of software to purchase digital adver-tising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically.

Service Provider refers to demand side platforms, supply side platforms, ad exchange, data management platforms, ad serving platforms, measurement platforms collectively in this whitepaper.

Supply Side Platform (“SSP”) is a piece of software used to sell advertising in an automated fashion. SSPs are most often used by online publishers to help them sell display, video and mobile ads.


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DISCLAIMER

Please read the following notice carefully before proceeding to read this Whitepaper document issued by EnvisionX Limited (hereinafter - “EnvisionX”, the “Distributor” or the “company”), a limited company incorporated and existing under the laws of En-gland and Wales. This notice applies to all persons who read this document. Please note this notice may be altered or updated.

EnvisionX is holding a token sale to raise working capital to further the development of the EnvisionX’s group activities described in this Whitepaper. The token sale will take place on the basis of the terms and conditions (the “T&Cs”) published on our website at https://exchain.docsend.com/view/b4arkpy. The Whitepaper does not constitute any relations between you (hereinafter – “you” or “Holder”) and the Dis-tributor. Acquiring of the EXT Tokens is available only after accepting the T&Cs.

The information contained in this Whitepaper is subject to change or update with-out notice and any person wishing to participate in the EXT Token sale must ensure that they check the latest available version of the Whitepaper. EnvisionX expressly disclaims any and all responsibility for any direct or consequential loss or damage of any kind whatsoever arising directly or indirectly from: (i) reliance on any information contained in this Whitepaper, (ii) any error, omission or inaccuracy in any such infor-mation or (iii) any action resulting therefrom.

While every reasonable effort has been made to ensure the information contained in this Whitepaper is accurate and up-to-date, such material has not been verified by any third party. Certain statements contained herein represent the opinion of the members of the management team of EnvisionX and are based on certain assump-tions and facts, any of which may change at any time. As a result, prospective contrib-utors should bear in mind that there can be no assurance that EnvisionX will imple-ment one or more of the businesses or services set out in this Whitepaper.

Neither this Whitepaper nor the T&Cs nor any other information provided by Envi-sionX on its website or otherwise constitute a prospectus and is not an offer or solic-

itation to sell shares or securities in any EnvisionX Group company or any related or associated company. It is not intended to constitute in any jurisdiction or form part of, and should not be construed in any jurisdiction as, an offer for sale or subscription of, or an invitation to offer to buy or subscribe for, any securities nor should it or any part of it form the basis of, or be relied on in any connection with, any contract or commitment whatsoever.

EnvisionX does not provide any opinion or any advice to acquire, use and/or dispose of EXT Tokens and the information in this Whitepaper should not form the basis of, or be relied upon in connection with any decision to participate in the EXT Token sale or decision to otherwise acquire, use or dispose of EXT Tokens.

This Whitepaper is for information purposes only. The contents of this Whitepaper are not a financial promotion. Therefore, none of the contents of this Whitepaper is as an invitation or inducement to engage in any sort of investment activity. This White-paper should not be construed as a commitment, promise or guarantee by EnvisionX or any other individual or organisation mentioned in this Whitepaper relating to the future availability of services related to the use of EXT Tokens or their future perfor-mance or value.

Acquisition of EXT Tokens does not present an exchange of cryptocurrencies for any form of ordinary shares of the Distributor and a Holder of EXT cryptographic tokens is not entitled to any guaranteed form of dividend, Holders of EXT Tokens are only entitled to certain rights set out in the T&Cs.

A purchase of EXT Tokens involves a high degree of risk. You should consider carefully the risks described in the Risk Factors section of the T&Cs and all the other informa-tion contained in the T&Cs you will be required to agree with before purchasing EXT Tokens.


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The Risk Factors section of the T&Cs contains, for example, circumstances under which the EnvisionX’s business, financial condition, results, operations and prospects could be adversely affected.

Citizens, nationals, residents (tax or otherwise) of each of: (i) the United States of America; (ii) South Korea; (iii) People’s Republic of China or (iv) any other jurisdiction which prohibits the possession, dissemination or communication of the Whitepaper and/or prohibits participation in the EXT Token Sale or the offering, purchase, posses-sion and/or exchange of EXT Tokens or any such similar activity are not permitted to participate in the Token Sale.

The EXT Tokens are not intended to constitute, and shall not constitute securities in any jurisdiction. However, it is your responsibility to determine and, if necessary seek professional advice to determine, if the EXT Tokens are treated as securities in your jurisdiction and whether the purchase, offering, possession and/or exchange of the EXT Tokens is subject to any restrictions or prohibitions applicable to you.

No regulatory authority has examined or approved any of the information set out in this Whitepaper. No such action has been or will be taken under the laws, regu-latory or rules of any jurisdiction. The publication, distribution or dissemination of this Whitepaper does not imply that the applicable laws, regulatory requirements, or rules have been complied.

Some of the statements in the Whitepaper include forward-looking statements which reflect the Distributor’s current views with respect to execution roadmap, financial performance, business strategy and future plans, both with respect to the Distributor and the sectors and industries in which the Distributor operates. Statements which include the words ‘’expects’’, ‘’plans’’, ‘’believes’’, ‘’projects’’, ‘“intends”, “anticipates’’, ‘’will’’, ‘’aims’’, ‘’may’’, ‘’would’’, ‘’could’’, ‘’continue’’ and similar statements are of a fu-ture or forward-looking nature. All forward-looking statements address matters that involve risks and uncertainties. The result may differ materially from those indicated

in these statements. These factors include but are not limited to those described in the part of the T&C entitled “Risks’’, which should be read in conjunction with the oth-er cautionary statements that are included in the T&Cs. Any forward-looking state-ments in the Whitepaper reflect the Distributor’s current views with respect to future events and are subject to these and other risks, uncertainties and assumptions relat-ing to the Distributor’s operations, results of operations and growth strategy. These forward-looking statements speak only as of the date of the Whitepaper.

Prospective buyers of the EXT tokens should specifically consider the factors iden-tified in the Whitepaper and T&Cs which could cause actual results to differ before making a purchase decision. No statement in the Whitepaper is intended as a profit forecast and no statement in the Whitepaper should be interpreted to mean that the earnings of the Distributor for the current or future years would be as may be implied in this Whitepaper.

AN IMPORTANT NOTE FROM OUR LAWYERSEnvisionX Ltd is incorporated in England and Wales. Its company registration number is 09236280.

This document should not be construed as an offer or solicitation of an offer for the sale of tokens. The individuals listed in this document are not and will not be selling tokens and have drafted this document on behalf of the legal entity that will be con-ducting the relevant token sale.


Show your support for a trans-parent, auditable and health-ier advertising ecosystem by investing in EXCHAIN.

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AbstractToday, the $228.44 billion digital advertising industry worldwide is no longer a tolerant space for non-transparent ad spend distribution and fraudulent advertising inventory. Led by many top brands, advertisers are starting to examine more seriously than ever before the question of where their ad expenditure actually went. With more unauthorised “tech fees” imposed on the ad chain, ad fraud being difficult to eradicate and up to 50%1 of ad spend not landing on consumers, the assault of a fortified position has begun. We see the rollout of the initiative Ad.txt being one effort from the Inter-net Advertising Bureau (“IAB”) and we have already observed some positive impact on the ecosystem from top to bottom. There is not, however, a scalable and efficient enough solution in the market to incubate the revolution at greater scale.

EnvisionX, already a high growth and profitable programmatic ad tech business has extensive knowl-edge of the digital advertising space and is building the EXCHAIN platform to revolutionise how digital advertising is conducted. EnvisionX will provide advertisers, publishers and service providers with a transparent, auditable and healthier advertising ecosystem by eradicating opacity and fraud.

EXCHAIN is a blockchain based and decentralised application which intends to use EnvisionX Tokens (“EXT”) to execute digital advertising with end-to-end ad spend transparency, fraud-free advertising inventory and real time payment processing. EXT will become the new digital advertising currency for decentralized digital advertising. All ad spend, fees and commissions will be transacted in EXT and the total supply of EXT tokens will be limited. EXCHAIN will be built with certain modules open-sourced to encourage the involvement of the general advertising communities at a greater level.

The solution aims to serve millions of advertisers, publishers and service providers worldwide and hopes to reinstate trust and confidence in the digital advertising space by saving billions of dollars of wasted ad spend. EXCHAIN also protects publisher and service provider’s monetisation opportunities from revenue fraudsters and potential financial failures.

1. Financial Times, “Digital advertising: Brands versus bots”, https://goo.gl/CbCem6; WARC, “Brands pay programmatic ‘tech tax’”, https://goo.gl/H3JCes


SAVESave advertisers billions of dollars lost to fraudsters and intermediaries and enable the reinvestment of ad revenue in generating more premium content.

MITIGATEMitigate the risk of payment failure, eliminate transa-ctional bureaucracy and improve cashflow by enabling real time payment to publishers and service providers.

ENCOURAGEEncourage production of premium content from web publishers and app developers for the greater good of the advertising space and benefits of the end users. OB

JECT

IVES

INCREASEIncrease the agility of business processes by replacing the traditional insertion order with a real time self-executable smart contract.

PIONEERPioneer the next generation of digital advertising technology where the new standards of a transparent and healthier ecosystem are in urgent need.

RESTORERestore ad spend transparency by uncovering unnecessary and unauthorised intermediaries in the ad chain and revealing illegal ad spend takeout.

COMBATCombat ad fraud by detecting and blocking questionable and abnormal ad spend distribution to abnormal traffic sources.

INCENTIVISEIncentivise advertiser and publisher communities toshift global ad spend from low efficiency and high cost ad channels to a reliable and trustworthy platform.

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IntroductionEXCHAIN is a blockchain-based platform that will turn a significant proportion of the $228.44 billion digital ad spend into immutable proof of evidence chains for end-to-end (“E2E”) transparent and fraud-free advertising. It enables all advertisers to execute digital advertising campaigns with fully tracked, verified and audited ad spend on clean adver-tising inventory sources. For publishers and service providers EXCHAIN replaces the traditional insertion order mecha-nism to allow real time processing of revenue payment.



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Challenges of Digital AdvertisingNON-TRANSPARENT. FRAUDULENT INVENTORY. PAYMENT SPEED. CURRENCY RESTRICTIONS.

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Benefiting from the wider use of mobile phones and digital devices today’s advertising activity has been transformed into a largely digital industry. Today, more and more ad spend is poured into digital advertising channels and ad decisions are made by machines in an automated fash-ion without human intervention. The rapid growth of digital advertising creates new challenges and leaves behind insurmountable gaps in terms of regulation, cost and trust.


1.

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Non-Transparent Ad Chain and Unauthorised FeesThe long and inefficient ad chain comprises of numerous inter-mediaries sitting between advertisers and publishers and the cha- os these intermediaries create does not only contribute to losing control of brand safety but, just as importantly, to the significant increase in the cost of serving an ad. Whilst global digital spend keeps growing year on year, the growth of publishers’ revenue falls behind noticeably. There are increasingly louder calls for proof and audit of advertisers’ ad spend and various avenues are being ex-plored to reduce wastage on intermediaries and help advertisers to gain full visibility of their spend.

At EnvisonX we have seen examples of hidden fees and unautho-rised charges accounting for more than 50% of each dollar spent by advertisers because the way the industry is currently set up leaves technical viability to intermediaries allowing them to im-pose such fees on the ad chain. Greater transparency will provide insights into the fees and actual ad cost in the digital environment which will drive the economic value back to the edges – i.e. to the advertisers and the publishers.

Advertiserand Agencies

Ad Spend Cash Flow

Potential Impressions

Take Out

100,000

-

Rolling Ad Budget $100

90,000

($10)

$100

72,000

($18)

$90

52,000

($20)

$72

Impression Loss - 10,000 18,000 20,000

% - 10% 18% 20%$48 (48%)

Advertiser Paid $100

Publisher revenue for ads displayed to customers

$52

52,000

$52

-

TOTAL LOSS

AdvertisingPlatform

CustomersUnauthorised Intermediaries

InventotySuppliers

$ $ $ $ $


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2. White Ops and the ANA, “Bot Baseline 2016-17”, https://goo.gl/qbQdxF3. Digiday, “The FT warns advertisers after discovering high levels of do-main spoofing”, https://goo.gl/Dakk6e

Fraud remains one of the most persistent and incurable issues in digital advertising. Levels of fraud are not constant throughout the year and it fluctuates with the imbalance between digital advertis-ing demand and supply. According to a recent study2, fraud loss-es for 2017 are estimated to be $6.5 billion globally and, when it comes to advertising formats, video experiences the highest fraud rate at 22% whilst, all along, the share of video ad spend contin-ues to grow. As a result advertisers are forced to apply various an-

ti-fraud solutions to clean up their advertising inventory for a safer and more cost-efficient advertising environment. The employment of an anti-fraud solution has a certain cost and fraud itself does not only harm advertisers but it also significantly impacts the publish-ers. Domain spoofing, for example, is one of the most recent and harmful forms of ad fraud in programmatic digital advertising, and a recent study shows it is costing The Financial Times a staggering $1.3 million each month3.

Ongoing Threat of Fraudulent Activities2.

AdvertisingTraffic

Bot Fraud

Ad Stacking

Domain Spoofing

Created by malicious software ap-plications called bots, developed by hackers who hijack devices and artificially inflates statistics.

Ad units are stacked on top of each other. While only the “top” impression is seen, the rest will still be registered as an im-pression and charged to the advertisers.

A low quality website masquerades itself as a premium asset and is sold to advertisers for a premum CPM.

Over 50% of ad spend can be potentially wast-ed on unauthorised fees

and fraudulent traffic.


3.

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Slow Ad Spend Payment and Publisher Revenue Risk

The current advertising space is largely running on extended and unacceptably lengthy periods of credit meaning that publishers and service providers receive payment for their supplied advertis-ing inventory and services after a certain term. The term can be 30 days net, 45 days net or, and it is not uncommon, 180 days net. This long term post-campaign payment mechanism inevitably poses a greater financial risk on publishers and service providers. Addition-ally, this post-pay mechanism also shifts contractual power from

the balance point to advertisers because, impacted and discour-aged by the many uncertainties from any aspect, a due payment to publishers and service providers can be held up for tedious tech-nical investigation or commercial dispute. There is simply insuffi-cient protection to mitigate potential financial damages to pub-lishers and service providers and this lack of protection prevents them from offering their services to a wider range of advertisers on a global basis.

Advertisers, publishers and service providers are no longer restrict-ed by geographic territories and the advertising ecosystem is to-day a much more integrated whole than ever before. It remains, however, an undeniable fact that global finance is still divided by political unions, and the advertising ecosystem is currently a long way from becoming an integrated financial system to allow adver-tisers, publishers and service providers to deliver their global am-

bitions. With ongoing needs to convert local currencies to foreign currencies, paying for conversion fees and the risks of incurring an international payment delay, the advertising industry is ripe for a universal and free-move currency that allows global advertising to be truly integrated.

Restricted Advertising Currency4.

Net-120 is not uncommon.- Jed Simon, CEO at FastPay



The above challenges are common and faced by almost all digital advertising participants and the existing technology set up of today’s digital advertising ecosystem is unable to effect a radical cure. The current cen-tralised and linear ad spend flow imposes a lack of transparency on the value chain and further fosters an inability to eliminate the fraudulent activities and solve payment issues. There is also resistance from dis-honest platform operators whose business model is predicated on technical tricks to take a share out of the value chain and unless there is a technical means, and collaboration between advertisers and publishers, solving these challenges will remain out of reach.

Blockchain’s decentralised architecture brightens up the future of the digital advertising ecosystem by in-troducing a viable means to reveal the facts in ad spend and the sources of fraud. It places the commercial and technical power back to the balance point among all stakeholders and defends the fairness and values of all legitimate contributors in the advertising ecosystem.

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Introducing

EXT TOKEN

blockchain

ADVERTISEREXT ACC.

PUBLISHEREXT ACC.

PROVIDEREXT ACC.

CUSTOMERS

SMART API

impressions

impressions

AdCasts

EXT

EXT

EXTEXT

ADVERTISERS PUBLISHERS

Smart Contract

SERVICEPROVIDERS

AdTrades

impressions


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SERVICE PROVIDERS

Our Value PropositionThe EXCHAIN platform is a blockchain-based and decen-tralised application built on the Ethereum protocol and will shape a revolution in the digital advertising ecosys-tem. The application will bring an unprecedented new level of transparency to executing and conducting dig-ital advertising - fully trustful, accessible and open. The EXCHAIN platform will combine the power of blockchain technology and EnvisionX’s existing programmatic ad-vertising technology to offer the ultimate autonomous vehicle for cost-efficient campaign delivery, verification

and settlement.

The EXCHAIN platform is meticulously designed to be easily accessible and open for all advertising stakehold-ers to obtain the benefits of transparency, anti-fraud and real-time payment processing. It’s design also allows all stakeholders to use the platform without having to mod-ify their existing systems to be blockchain compatible.

Who Will The EXCHAIN Platform Benefit?

ADVERTISERS

Including brands and agencies who are highly motivated to eliminate wastage on ad chain intermediaries and fraudulent traffic, and gain ab-solute clarity over ad spend distribu-tion.

PUBLISHERS

Including web owners, web publish-ers and app developers who need to protect their financial interests and receive their revenue payments quicker and effortlessly.

Including DSPs, SSPs, DMPs, ad exchanges, ad servers, measurement providers, who need to attract more ad spend and premium advertisers and establish a better reputation and wider collaboration.


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E2E Ad Spend Transparency and Verification Fraud Inventory Detection and Elimination

The EXCHAIN platform provides full coverage of ad spend transparen-cy and ad impression through every stage of the ad chain. Using se-cured decentralised storage, EXCHAIN stores all smart contracts and event logs for easy ad spend audit. EXCHAIN verifies each of the ren-dered impressions based on the rules the advertisers set in the smart contract and records the spend for that particular impression. The reporting system enables immutable proof of spend and impression evidence and provenance for transparent advertising.

The EXCHAIN platform addresses the fraud issue using an ad spend cash flow approach. Instead of attempting to use big data to sample and determine fraudulent sources on a probabilistic basis, EXCHAIN uses a decentralised ad spend distribution mechanism to prevent revenue from being taken by fraudsters out of the ad value chain by fraudsters. Fraudulent operators, such as those involved in domain spoofing, will not have access to a revenue receive gateway and the EXCHAIN platform will provide a deterministic way to reveal such fraud and remove it completely.

What Is The EXCHAIN Platform For?

Advertisingbudget distributed from EXCHAIN decentralised appli-cation

AdvertisingPlatforms

ServiceProviders

TrafficSuppliers

Publishers

EXT

AdvertisersEXT Legistmate

Publishers

dStorage

EXT

FraudSources

EXT

Analytics


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User Device

Real-Time Ad Spend Handling and Payment Unrestricted Advertising Currency

The EXCHAIN platform will replace the traditional paper insertion or-ders (“IO”) with digital smart contracts. All stakeholders of advertis-ing campaigns, e.g. advertisers, agencies, DSPs, SSPs, DMPs, are able to execute a smart contract electronically, and as a result, real-time ad spend handling and payment processing becomes possible. The EXCHAIN platform’s smart contract system interacts with its SMART API for real time impression verification and ad spend handling and payment processing. The smart contract also legally binds all parties of a campaign in a unified ad serving channel.

The EXCHAIN platform enables advertisers to use a single advertising currency, EXT tokens, to achieve their global ambitions. EXT tokens will be used in all stages of the ad chain, and remove certain inherent restrictions on conducting business on a global basis. Advertisers can easily purchase EXT tokens from major coin exchanges and there-by acquire advertising resources in the blockchain advertising eco-system that is the EXCHAIN platform. EXT tokens are also designed for adoption outside the EXCHAIN ecosystem for the open-sourced modules the platform intends to bring to the digital space.

Verify every impression in real time.

Smart Contract

SMART Snippet

dStorageAdvertising

Platforms

TrafficSuppliers

3rd Party TechPlatforms

Publishers

Advertiser Acc.

EXT

Real Time Payment

EXT

Remove barriers of cur-rency to run campaigns on all kinds of advertising platforms worldwide.

RUN CAMPAIGNS

Engage global custom-ers to promote products created locally without limitation.

ACCESS WORLD

Grow business without delay and hassle in Forex processing and seize all opportunities.

EXPAND BUSINESS

Coin Exchange


Increased Advertiser ROI: Less Spend, More User Acquisition

EXCHAIN enables advertisers to increase their advertising cost efficiency by eliminat-ing intermediary fees and fraudulent activities, and potentially saving them billions of dollars in ad spend per year. With a lower CPM, CPC, CPA and other cost models, adver-tisers on the EXCHAIN platform can acquire a significantly larger number of users with the same level of spend as in the past.

Higher Publisher Yield: More Revenue, Less Fees

The EXCHAIN platform enables publishers to have a clearer and fairer view of their revenue using the decentralised application and ledger of records. A publisher’s rev-enue share and yield will be increased by examining the transparent total amount of ad spend on their served ad impressions and this empowers the publishers to elimi-nate any false report of revenue amount.

Centralised Governance: Closer Multi-Stakeholder Collaboration

With campaigns executed in EXCHAIN on decentralised applications, all stakeholders in a single campaign can track and calculate their spend and revenue via a unified and multilaterally agreed tracking and verification environment. This closer collab-oration enables reduction of expenses in notifying each stakeholder on occasions where there is a problem in the campaign delivery. It saves enormous human input and time wastage and all stakeholders are notified at the same time.

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Benefits Of Using The EXCHAIN Platform


Lower Financial Risk: Real-Time Revenue Payout

Real-time payment processing is a groundbreaking advancement and encouragement to publishers and service providers to become more actively involved in the digital ad-vertising arena as it mitigates the significant risk inherent when the industry is operat-ing on a post-pay basis, and it will save the time and cost spent on credit referencing when a publisher or service provider seeks to onboard new clients. Real-time payment also opens up doors to partnerships that may not have been possible in the past.

Unrestricted Ad Currency: Global Ambition and Expansion

The EXT token enables advertisers worldwide to deliver their advertising ambitions using their local currencies and publishers and service providers to be paid in their local currencies. The adoption of EXT tokens will fill the currency gap between differ-ent jurisdictions in the digital advertising ecosystem and saves a significant amount of time, effort and expense in dealing with foreign currency transactions.

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MANUAL OPERATION

Advertisers have to work constantly to keep their whitelist updat-ed in order to purchase traffic from quality suppliers, which is a costly and time consuming process that can incur errors.

EXPENSIVE FEES

The linear distribution of ad spend makes it impossible for adver-tisers to know exactly how much they pay to each participant in the ad chain and it creates opportunities to impose hidden fees.

AUDIT IMPOSSIBILITY

Complex processes to audit ad spend across all stakeholders mak-ing it impossible to uncover dishonest activity in many cases due to protection of sensitive data and the high costs of legal pursuit.

Traditional Centralised Ecosystem EXCHAIN Decentralised Ecosystem

LOWER FEES

EXCHAIN reveals all cost elements associated to a campaign and unlocks the possibility for advertisers to remove all imposed and inflated costs and optimise their ad spend pattern.

FULL AUDIT SUPPORT

EXCHAIN stores all ad event data and spend transactions on a public ledger where the data records cannot be tampered with, making ad spend and impression audits simple to execute.

AUTONOMOUS MECHANISM

Using blockchain hosted smart contracts, the EXCHAIN platform allows advertisers to acquire quality traffic and impressions with-out manual input and with the lowest possibility of errors.

vs.

Significant inherent problems which make it impossible to evolve into a trustful and collaborative space

Provides complete transparency for advertisers to enable them to optimise their ad spend

CLOSED STANDALONE PLATFORM

Platforms act like walled gardens ignoring the potential to enable greater advertising collaboration and advance the industry by le-veraging multiple platforms.

OPEN-SOURCED MODELS

The EXCHAIN platform is designed to have key modules as open source, allowing greater advertising collaboration to deliver enor-mous common benefits.


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EXCHAIN Platform StructureThe EXCHAIN platform is aiming to benefit more than a hundred million businesses in the global digital advertising market, and revo-lutionise how digital advertising is conducted today. The platform will comprise of the following main components:

User AccountManagement

Registry UI

EXID Registry

dContract

Smart ContractManagement

Digital Signing

Smart Contract Unit

EXT Token

SMART Protocol

SMART Open API

SMART Snippet

SMART API Operation

dReporting

dStorage

Analytics Unit

Decentralised Data Storage

Identity Layer Audit LayerExecution LayerCreation LayerUniquely identify a user in our ecosys-tem and track his advertising activi-ties and spend with anonymisation on the public ledger.

Form a legally bound relationship with specified campaign participants and record the formality on block-chain for self-execution.

Track and verify the validity of an im-pression according to the smart con-tract, and enable real-time payments to publishers and service providers.

Display campaign results and record campaign data in decentralised applications. Enable all-party access to campaign statistics.


EXID Registry

EXCHAIN will develop an identity registry to assign a digital EnvisionX ID (“EXID”) to each user in the EXCHAIN platform. EXID mimics the

real life identification of an organisation and is the

unique identifier of advertis-ers, publishers and service

providers in EnvisionX’s ecosystem

Smart Contract

The EXCHAIN platform sup-ports the creation of block-chain-based smart contract

swhich replace the tradi-tional IO. Advertisers can

define criteria for a valid and accepted impression, and

also input an agreed fee rate with each of their publish-ers and service providers .

SMART Open API

The SMART Open API is a gateway for service providers to integrate to the EX-

CHAIN Platform. It is avail-able to all service providers and the API interacts with

each service provider’s platform to automate certain types of tasks for ad impres-

sion verification.

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EXT tokens are the key input to the EXCHAIN platform and the vital link between EXCHAIN and our other existing products. Advertisers distribute EXT tokens in exchange for the advertising inventory and other services they intend to acquire through their chosen advertising platforms and publishers and service providers receive their revenue in the form of EXT tokens for the services and products delivered.


EXCHAIN Platform Application Examples

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CASE 1: How do you use EXCHAIN to achieve ad spend transparency?

CASE 2: How do you verify impressions in real-time using EXCHAIN?

CASE 3: What will EXCHAIN do to eliminate fraudulent traffic?

CASE 4: How can EXCHAIN help you when you are not blockchain ready?


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CASE 1: How do you use EXCHAIN to achieve ad spend transparency?

An advertiser plans to deliver their digital campaigns with fully transparent ad spend to evaluate the ROI and true client ac-quisition costs. The campaign has to be delivered via a DSP, one or more SSPs and multiple publishers. Today, there is no way of knowing exactly how much is paid to each of these providers due to the fact that the ad spend is distributed in a linear fashion. After the advertiser spends with the DSP platform, the advertiser loses control over the exact amount of spend paid to the SSPs and the publishers.

Case Execution

EXCHAIN will be developed to enable advertisers to appoint their publishers and service providers in one smart contract and the ad spend and service fees will be calculated in real time and recorded on the public ledger fully anonymised.

The advertiser creates a smart contract in the EXCHAIN platform, identifies their SSPs and publishers and enters the fee rate for each. Once everything is set, the advertiser will send the smart contract to all parties for electronic signing. EXCHAIN will be inte-grated with all of the popular service providers in the digital ad-vertising space and once the advertiser starts to deliver the cam-paign, the number of ad impressions is reported in real time and an up-to-date amount of spend and fees are calculated according to the agreed rate.

- An audit trail of ad spend distribution is produced in real time- Cash flow is decentralised - the opposite of the current linear ad chain- Prevention of unnecessary hops in the supply chain (i.e. valueless arbitrage) using cryptographic verification- Every stakeholder receives only their portion of the ad spend as agreed upon in the smart contract

Benefits for the Advertiser


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CASE 2: How do you verify impressions in real-time using EXCHAIN?

An agency wants to deliver a campaign using a viewability measurement provider but the agency wants to report the non-viewable impressions via the advertising platform in real time so the advertising platform will not charge the agency for the invalid impressions. There is currently no easy way for the agency to do this and, in most cases, the agency and the advertising platform will have to go through a laborious and costly process to agree on the final amount of valid advertising spend.

Case Execution

EXCHAIN will develop a SMART Open API which provides all service providers with ‘plug and play’ functionality in their platform solutions to support the campaigns executed in EXCHAIN. Through the smart contract, the SMART API will call the relevant service providers to complete certain tasks, and upon meeting these criteria, the payment is processed in real time according to the agreed fee rate.

The agency creates a smart contract on the EXCHAIN platform and then adds the measurement provider and specifies the con-dition of an accepted impression to be a viewable impression. The agency then appends the SMART snippet to the ad tag in the advertising platform and when each impression is rendered the SMART snippet calls the measurement provider’s system via the SMART Open API to determine the viewability. If the provider re- turns a negative, the SMART snippet will count this impression as valid and increment the spend otherwise the impression will be rejected.

- Real-time impression verification to mitigate post campaign dis-putes over invalid impressions- Open API integration with all types of service providers- Easy implementation of SMART snippet- Fully automated payment calculation and processing

Benefits for the Agency

Contract ExampleCampaign is defined by [budget], [timeline],[media] and [targeting];Each event is defined by [origin];Event validity is confirmed by agents [SP#1,SP#2];Campaign is to be ran on publishers [Pub#1,Pub#2],For each event If [origin] = [targeting] and time is within [timeline]and event is [valid]and Campaign has enough of [budget] We distribute [event_price] in a following manner:SP#1=0.1SP#1=0.1Publisher_id=0.6Fee=0.1


26

CASE 3: What will EXCHAIN do to eliminate fraud traffic?

An advertiser wants to eradicate the source and volume of fraud-ulent impressions, and take the necessary actions to exclude this traffic from their advertising channels. Currently, the advertiser needs to use an anti-fraud provider to determine and blacklist the fraudulent sources in their advertising platform at an additional cost to itself, thereby increasing the advertiser’s total costs and re-ducing overal campaign performance.

Case Execution

- Improved ROI on ad spend by removing fraudulent traffic- Better quality of audience insights leads to higher audience targeting accuracy - Less waste on campaign optimisation estimates- Better value of advertising spend on premium publishers

Benefits for the Advertiser

EXCHAIN will develop an identity registry EXID which stores unique IDs for each of the participants in the EXCHAIN ecosystem. The EXID is integral to the EXCHAIN platform, providing financial control and ad spend distribution to detect and eradicate fraudulent sources.

The advertiser creates a smart contract in EXCHAIN and selects all their current publishers in the contract. After signing and ex-ecuting the contract, the advertiser implements the SMART snip-pet and sends the campaign live. Once live, the advertiser can track the ad spend distribution and understand if there are any abnormalities in the distribution pattern. For a selected publisher who is seemly receiving higher revenues than the tracking result indicates there are likely to be other publishers who are domain spoofing the legitimate publisher’s website. The advertiser can reveal the domain spoofing publishers by comparing the histori-cal performance of their revenue and noticeable reduction in their revenue would be an indicator of domain spoofing activities.


27

CASE 4: How can EXCHAIN help you when you are not blockchain ready?

A SSP cannot access a premium DSP’s buying channel, as the SSP is suspected of charging an inflated CPM. The SSP wants to regain trust with the DSP but there is no simple method of analysis of CPM other than allowing the DSP to conduct a full financial audit where the leakage of sensitive information is unfavourable. The SSP does not have the capability and resources to develop a cryp-tograph- ical method of analysis for all their publisher partners to prove their legitimate CPM pricing.

Case Execution

Leveraging EnvisionX’s existing ecosystem of the AdCasts advertising platform and AdTrades marketplace, a partner does not need to develop their own blockchain capability to benefit from blockchain advertising.

The SSP creates an account on the EXCHAIN platform and encour- ages all their publishers to sign up. The SSP then creates a pub-lisher group and specifies a monetisation fee rate with each one. The DSP then creates a smart contract and selecting the SSP and the publisher group the DSP the sends the campaign live with the SMART snippet appended to the ad tag.

The SSP can also choose to integrate with the AdTrades marketplace to monetise their inventory. Having the cryptographic verification in place via the EXCHAIN platform the SSP can monetise their inventory without any change of their technology.

- Quick turnaround time in winning trust and advertising budget- Mitigate the risk of failure of blockchain technology development- Benefit from the use of blockchain technology with minimum investment- Convincing evidence and immutable records for audit instead of disclosing sensitive information

Benefits for the SSP


Company Business Summary

28

EXCHAIN is a brand, product and platform owned by EnvisionX Ltd. EnvisionX was co-founded by Zheng Zhang, CEO, and Vladyslav Kushka, CTO in September 2014 in London, United Kingdom. The company en-tered live operation through AdTrades in mid 2016 and became profitable in 2017. EnvisionX’s head office is in London, with research and development in Kiev, Ukraine. Through our global vision, EnvisionX is proudly supporting more than 45 corporate clients across six continents, and also has more than 50 partners world-wide.


29

EnvisionX Products and Revenue Streams

AdTradesAdvertising Inventory Trading Marketplace

AdTrades was the first and remains the primary product of EnvisionX. AdTrades connects buyers and sellers of advertising inventory and data in both mobile and desktop formats. A buyer can be a DSP or an ad network and a seller can be a SSP or site/app publisher. AdTrades facilitates the trading of inventory and data by giving both the buy and sell sides a self-serve managed user interface with efficient con-trol for buying and selling advertising opportunities.

AdCastsDigital Programmatic Advertising Platform

EnvisionX expanded its business into a digital advertising platform in mid 2017. The newly developed digital programmatic advertising platform, AdCasts allows advertisers to engage customers and generate leads on mobile devices and desktops. The platform enables an advertiser to set up multiple mobile and desktop display and native ad campaigns within minutes and supports more granular targeting criteria within the desktop advertising channel.

AdTradesmarketplace

Supply Side Platform

Ad Exchanges

Ad Networks

AdCastsad platform

Brand

Agency

Trading Desk

Demand Side Platform Service Provider

EnvisionX Ecosystem


30

Competitive AdvantagesProfitable Business and

Experienced Team

EnvisionX is in a financially secure posi-tion. With its growing annual turnover

and positive net margin, EnvisionX has the leverage and resources to be a stand out market leader. Our suc-

cess to date proves the team has the knowledge, experience and capability to be winners in the digital advertising

market.

Digital AdvertisingCapability

EnvisionX started at the midway point between advertisers and publishers,

exposing the company to hugeopportunities in the digital advertising

market. Engaging with DSPs, SSPs and DMPs who want to attract more premium ad spendand establish a

better reputation and wider industry collaboration.

Immediate RevenueGeneration

When compared to its ICO com-petitors, EnvisionX has already

developed a large proportion of its blockchain-based digital advertising platform. Having built the AdTrade

and AdCasts platforms, EnvisionX believes that it is best placed to lower the risk of project failure, and incorporat-

ing the blockchain elements into these existing products will have a shorter

time to market.

TURNOVERGrowing Rapidly

45Corporate Clients

PROFITABILITYAchieved in 2017

50+Trading Partners


31

Current Clients

Platform Partners

Examples

Examples


32

Market Landscape and Competition

The $228.44 billion global advertising mar-ket continues to grow at rapid rates and

the opportunities are beyond imagination.

Digital will account for 49.6% of total ad spend by 2021


4. PWC for IAB, “Worldwide Ad Spending: eMarketer’s Updated Esti-mates and Forecast for 2016–2021”, https://goo.gl/EsfVe3z5. Campaign, “Group M unveils upbeat global adspend forecast for 2018”, https://goo.gl/UDPfpW6. THEDRUM, “Internet will account for 94% growth in adspend be-tween 2017 and 2020, predicts Zenith”, https://goo.gl/PT1smw


33

Global Digital Advertising Market

Throughout 2017 there has been a demonstrable and continuously strong growth in digital advertising worldwide with digital advertising overtaking the biggest share of ad spend from tradi-tional advertising channels such as TV. Digital ad spend world-wide grew faster than expected in 2017, jumping 19.1% to $228.44 billion compared with 20164. Digital will continue to exhibit robust growth, expanding from 39.1% of total media ad spend in 2017 to 49.6% by 2021. Among all ad formats, the main contributor to this growth is from advertiser’s growing interest in mobile. In 2017, mobile ad spend worldwide totalled $142.78 billion, up 33.6% from 2016. This represented nearly one-quarter of total media ad spending.

Geographically, China will remain one of the largest contributors to global advertising growth with the ad spend movement intomobile. Its total ad spend grew 14.7% in 2017 to $84.54 billion. The US, China, Japan, the UK and Germany will remain as the top five ad markets throughout the forecast period. The US will rank first with $205.06 billion in paid media outlays this year. By 2018, China’s ad spend will surpass that of Japan, the UK and Germany combined.

Digital advertising spend is predicted by GroupM to have a more positive outlook in 2018 as a result of global GDP growth coupled with rising consumer demand5. In 2018, the six leading countries in the space, the US, China, Argentina, Japan, India and the UK, are expected to drive 68% of incremental spend. Globally, ad spend is set to grow at 3.6% in 2018, up from 3.1% in 2017, based on data received from 59 markets by the agency6.

US

UK

CN

7. THEDRUM, “Programmatic will seize 70% of the UK digital display market in 2016”, https://goo.gl/5k6bXz8. eMarketer, “Programmatic Ad Spend Set to Soar”, https://goo.gl/ok1Tfd9. PWC, “Worldwide Ad Spending: eMarketer’s Updated Estimates and Forecast for 2016–2021”, https://goo.gl/uZFHqb34

Global Programmatic Advertising Growth

Programmatic Advertising Platforms

With small and medium sized businesses (“SMBs”) and larger cor-porations being the primary contributors to global GDP the major-ity of them have invested in the marketing and advertising of their products and services as a primary means of customer acquisi-tion, brand awareness and promotion. IAB recently undertook re-search into SMBs and found that of the 9 million SMBs in the US, at least 75 percent have spent money on advertising, with 80 percent using self-service platforms and 15 percent using programmatic advertising9.

There are a huge variety of small and medium size advertising plat-forms who compete with the big five large international enterpris-es Google, Facebook, Baidu, Alibaba and Tencent. In the program-

matic space, companies such as Appnexus, Mediamath, DataXu and others are also trying to compete to take a bigger share from the dominance of the big five. In 2016, Google and Facebook ac-counted for 96% of the growth outside the US and 76% of digital ad spend outside China, and Baidu, Alibaba and Tencent account-ed for 54% of the growth in digital ad spend in China6. The big five are estimated to have increased their share of global digital ad spend from 61% to 72% between 2014 and 2016 and captured 83% of the growth in internet ad spend over that time.

Programmatic advertising began around mid 2010 and it experienced fast commercial and technical development between 2010 and 2014. Globally, more and more advertising budget is moving into the programmatic advertising channel with the US in the leading position and EMEA quickly catching up. Both commercially and technically, programmatic advertising is widely accepted and adopted by the global ad market today.

Programmatic seized 70% of the UK digital display market in 2016 and will dominate in 2017 in the US, accounting for 52% of the to-tal display ad spend. Magna Global projected that worldwide pro-grammatic ad spending would reach $32.6 billion in 2017 and the DRUM reported an expectation of $64 billion in online advertising

budget to be delivered in the programmatic channel in 2018. With the global advertising budget shifting from traditional channels into online channels, the growing online advertising budget is also pouring more into the programmatic. There is no doubt that real time programmatic advertising will continue to increase its share of the global online advertising spend in 2018 and beyond.


10. Forbes, “Digital Advertising Is Ripe For Blockchain Disruption”, https://goo.gl/kcQUh2


35

Blockchain-Based Digital Advertising“Digital Advertising Is Ripe For Blockchain Disruption” - Steve Olenski on Forbes

The applications of the blockchain technology in digital advertising can be seen in four key areas:

- Media inventory trading: Applying the blockchain technology, advertisers and publishers can enter in a smart contract, with inclusion of other service providers such as ad serving and analytic providers.

- Fraud prevention: The latest fight back on fraud is the adoption of IAB’s standard Ads.txt. But Ads.txt isn’t perfect. For example, Ads.txt doesn’t describe the type of inventory a particular seller is authorized to sell. Using blockchain, a smart contract that maintains and stores a record of publisher domain names, accredited as non-fraudulent, can solve these drawbacks.

- Targeting and engagement: Advertisers want a better way to enable them to deliver the right message to the right consumers at the right time, resulting in an action. Tokens can be used as a means to incentivise consumers to add their data to the blockchain.

- Data management and monetisation: Data is the key competing asset in today’s digital advertising ecosystem. From measurement to targeting, advertisers who acquire and implement data at the heart of their startegies, will have a distinct market advantage. Blockchain can be used to match data sets more effectively, build custom audience segments and deliver results driven media plans at scale.

Projects that are building platforms for the application of blockchain in the above four areas are largely in the incubation stage at the moment. The blockchain stands tall as a game-changer perhaps not seen since the rise of the Internet, and it is beginning to impact dig-ital advertising: a $228.4 billion global industry10.


36

EXCHAIN Platform Differentiators

Support of All Digital Advertising Channels

The EXCHAIN platform can work with any digital platform which is internet enabled. Typical supported channels of these platforms include program-matic advertising, traditional ad network and affiliate marketing.

SMART Open API for All Service Providers

The SMART Open API will be developed to enable all types of service providers to easily connect their platforms to EXCHAIN and interact with EXCHAIN on each individual impression to carry out certain tasks. The API together with EXID Registry model and smart contract model will be developed to be open-sourced to support the advertising community.

Blockchain Readiness is Not Required to Use EXCHAIN

The design of EXCHAIN requires advertisers to simply append a SMART snippet to their ad tag in their advertising platforms for a campaign. It does not require advertisers to have blockchain technology built into their prod-ucts nor do they require the capability to process cryptocurrencies.

EXCHAIN EXT-based Decentralised Platform Other Decentralised Platforms

Limited Scalability of Service

As the landscape of digital advertising trans- forms into blockchain-based advertising,

advertisers will experience multiple issues relating to their business needs.

Blockchain Is Required

Being blockchain ready will not happen over night and the industry will need a decade of

transition to see significant adoption. This will significantly slow down the platform growth.

Restricted Channel Support

Advertisers are now managing campaigns in a diversified portfolio of advertising channels,

the restricted channel support will decrease ad operation efficiency.

vs.

37

EXCHAIN AdChain AdEx BAT Ternio

Ad Tech Background

Proven Success

ICO Product Delivery

Decentralised Ecosystem

E2E Transparency

Anti-Fraud Protection

Real-Time Payment

Impression Verification

Cryptocurrency Support

Programmatic Support

Open API Support

Multi-Platform Support

User Anonymisation

✓

✓

7 months

✓

✓

✓

✓

✓

✓

✓

✓

✓

✓

✓

✓

6 months

x

✓

✓

x

✓

-

-

x

-

-

x

x

18 months

x

✓

✓

x

x

✓

x

x

x

-

✓

x

-

x

-

-

-

-

-

-

-

✓

✓

✓

x

8 months

x

x

✓

✓

x

✓

x

x

x

-


The more ad spend processed by the EXCHAIN platform the more publishers and service providers joining EXCHAIN, AdCasts and AdTrades.

The greater the demand for EXT tokens as a result of increased demand to access the EXCHAIN platform the higher the value of EXT tokens.

38

EXT Token EconomicsThe goal of the EXCHAIN platform is to be inclusive and to achieve end to end transparency for the digital advertising ecosystem. Initially, the target users are advertisers who are driving the need for the audit of ad spend transparency and the publishers who want to work with these advertisers and improve their yield. The EXCHAIN platform will, by necessity, be expanded to support all types of service pro-viders in the industry such as DSPs, SSPs and DMPs.

Value Increase of EXT Tokens

As a result of this relationship, EXT token holders who want increased token value, will aim to maxi-mise the utilisation of EXCHAIN within the advertis-ing ecosystem, and challenge the players that are reluctant to join the platform.

The more publishers and service providers that sign up to the EX-CHAIN platform the more advertisers and ad spend will be pro-cessed by the EXCHAIN platform, AdTrades and AdCasts.

For the capped total number of EXT tokens we anticipate that the total value of all the EXT tokens will be proportional to the amount of ad spend that advertisers actually distribute on the EXCHAIN platform. Beyond the possible gain of value in EXT tokens for the token holders the relationship between the value of EXT tokens and the amount of ad spend that flows through the EXCHAIN platform is summarised as below:


39

EXT Token UtilityThe EXT token will be developed to be usable across the EnvisionX ecosystem and can be purchased from major coin exchanges.

- DSPs and ad networks to buy adver-tising traffic and audience data

- Publishers, SSPs, ad networks and ad exchanges to receive advertising spend in real time

- DMPs and publishers to receive pay-ment for selling audience data

- Advertisers to run advertising cam-paigns

- Advertisers to buy audience data

- Publishers, SSPs, ad networks and ad exchanges to receive advertising spend in real time

AdTradestrading marketplace

AdCastsadvertising platform

EXCHAINblockchain platform

EXT

- Advertisers to distribute their ad spend for verified transparent im-pressions

- Publishers and service providers re-ceive ad spend and fees from adver-tisers in real time

- Advertisers to detect and eliminate fraud traffic

For advertisers the EXT tokens are used as a means to distribute their ad spend when acquiring advertising traffic, audience data or delivering ad campaigns. By extension, publishers and service providers receive their revenue in the form of the EXT tokens for the inventory and services they deliver. The EXT token will be deposited and securely stored in their ERC20 wallet and it is intended that the EXT tokens will be traded on major coin exchanges in due course.


40

General Parameters

Token Symbol: EXTToken Decimals: 18Total Emissions: 3,000,000,000 EXTTotal Amount To Be Sold: 40% of total token issuance, i.e. 1,200,000,000 EXTToken Price: 0.025 USDHard Cap: 25,000,000 USDAccepted currencies: Ethereum (ETH) Payments for the tokens will be accepted in ETH only using established conversion ratio to USD. Refer to our T&C’s to understand how we establish the conversion ratio.

Token generation will end when the maximum number of EXT tokens are issued or the public sale completion date and time is reached or the hard cap is reached.

EXT Token GenerationThe EXT tokens are released according to the ERC20 standard on the Ethereum blockchain. The total number of issued tokens will be 3,000,000,000 EXT, and no new tokens will be issued. All unsold tokens will expire if the hard cap is not reached upon the end date of the token generation event. To signal its commitment to the commercial release of the EXCHAIN platform, EnvisionX has agreed to lock up its tokens for an extended period with 25% of its allocation unlocked every 6 months after public sale.

1.2BN EXTsThe total issuance of EXT tokens will be capped at 1.2BN through

three EXCHAIN ICO stages: private, pre- and main sale.

PUBLIC DISTRIBUTION

25MM USDThe target hard cap is 25MM to enable the business to develop

and commercialise the EXCHAIN platform to its fullest extent.

HARD CAP

30% PER EXTBonus will be given to the private sale participants and for purchase of each EXT token 0.3 tokens will

be given as a bonus.

PRIVATE SALE BONUS

15% PER EXTBonus will be given to the pre-sale

participants and for purchase of each EXT token 0.15 tokens will be

given as a bonus.

PRE-SALE BONUS


41

Pre-Sale ParametersAll interested parties can submit requests for participation in the pre-sale via the official EXCHAIN website.

Pre-Sale Dates: 7th May 2018 00:01am GMT - 27th May 2018 23:59 GMTSales Volume at Pre-Sale: 400,000,000 EXTBonus: 15%, i.e. purchase of 1 EXT will receive 0.15 EXT bonus Hard Cap at Pre-Sale: 10,000,000 USDMinimum Buying Transaction: 50,000 USD

Main Sale ParametersMain Sale Dates: 11th June 2018 00:01am GMT - 24th June 2018 23:59 GMTSales Volume at Main Sale: 220,000,000 EXTBonus: no bonus for main saleHard Cap at Main Sale: 5,000,000 USDMinimum Buying Transaction: 2,500 USD

Private Sale ParametersAll interested parties can submit requests for participation in the private sale via the official EXCHAIN website.

Private Sale Dates: 2nd April 2018 00:01am GMT - 29th April 2018 23:59 GMTSales Volume at Private Sale: 400,000,000 EXTBonus: 30%, i.e. purchase of 1 EXT will receive 0.3 EXT bonus Hard Cap at Private Sale: 10,000,000 USDMinimum Buying Transaction: 100,000 USD

Summary

Private Sale

Pre-Sale

Main Sale

Date Hardcap EXT Volume

Apr 2 - Apr 29

May 7 - May 27

Jun 11 - Jun 24

$10MM

$10MM

$5MM

43.33%

38.33%

18.34%


42

Referral ProgramAt the point an investor becomes an EXT token holder they can refer others to join the EXT token sale by using the referral link. The referral commission to the referer is set at 5% of the amount invested by the referee. The referral program is only available in the pre-sale and main sale stages.

The Referral Program is capped with an overall maximum token allotment on the program of 15,000,000 EXT tokens. Any unused tokens from the referral program will be moved to the advertiser reward program.

Bounty ProgramA pool of EXT tokens calculated as 2% of all raised tokens will be allocated to the Bounty Program.

Signature and Avatar campaign: 40%Content creation: 25% Social Media: 20% Translation and moderation: 15%

Token Usable DateOn or before 1st September 2018- Advertisers will be able to use EXT tokens to run digital cam-paigns in AdCasts. - DSP, SSP and publishers will be able to use EXT tokens to trade advertising inventory in AdTrades.

On or before 1st November 2018- Advertisers, publishers and service providers will be able to use EXT tokens in EXCHAIN.

In June 2018, EXT tokens will become listed on major coin ex-changes.

KYC and AMLWe have obtained extensive legal advice and regulatory guid-ance and intend to be fully compliant with laws, regulations and guide- lines in the jurisdictions where we market this ICO. We will conduct KYC and AML checks via Coinfirm to the extent necessary to obtain an appropriate understanding of our investors and pre-vent, wherever possible, illegal contributions of funds.


43

Token Allocation

Token Sale Event Team and Future Hires Advertiser Reward Program and Referral

Program

Advisors Panel Program Bounty Program

Team Token Allocation Plan Foundation

24% of the total issued tokens are to be allocated to the EnvisionX team and are issued to reward the significant input into the de-velopment of the businesses to date and the staggered unlocking mechanism will foster retention and team motivation This total allocation is is further sub-divided with 15% available to existing team members and co founders and 9% reserved for future hires.

- All tokens allocated to the existing team and future hires will be unlocked in tranches of 25% every 6 months. This is reflected in each token recipients’ Token Option Agreement and all tokens will fully vest within 24 months.

- All existing team and future hires who are eligible to receive EXT tokens as a part of their incentive package will be required to sign the Token Option Agreement prior to the approval of the allocation.

The foundation allocation is a strong demonstration of our belief in the success of the EXCHAIN platform.

This token reserve that will be locked in for a minimum of 12 months may or may not be utillised to finance various require-ments, such as short term funding or M&A, and we would expect to liquidate these tokens at a significantly higher valuation than available through the ICO. As a result, we firmly believe we are aligning ICO participators and the EXCHAIN’s interests.

Foundation


44

Summarised Use of Proceeds

Sales & Marketing - c.40%Significant investment will be required in the sales and marketing functions to rapidly increase the awareness of the EXCHAIN plat-form and establish conversations with top brands and agencies. In addition, top talents will be hired to leverage their broad con-nections in the ad space. We will also start engaging SMBs using a combination of our AdCasts advertising platform for digital dis-play campaigns and major search providers.

Technology, R&D - c.40%With technology being the core of our business, we will significantly increase the size of our R&D team, especially in the area of blockchain and artificial intelligence. By upsizing the R&D team we will deliver the platform without delay and provide the best-in-class platform reliability and user experience.

Legal & Professional - c.3%We will ensure all aspects of our ecosystem are compliant with relevant laws in the jurisdictions we operate our business. With the EU’s General Data Protection Regulation (“GDPR”) becoming effective in May 2018, we will be conducting a Data Protection Impact Assessment prior to GDPR enforcement. We will also participate in programmes operated and governed by industry-wide bodies such as the Trustworthy Accountability Group (“TAG”) pro-gram to ensure the EXCHAIN Platform’s compliance.

Industry Trade Organisation - c.3%We will continue to be a part of the IAB organisation, and will join the relevant steering group to have a voice in driving the future of digital advertising.

General Administrative - c.10%Consultancy & Subcontractors - c.4%

Summary - FInancial

Full and detailed financial projections comprising Income State-ments, Balance Sheets and Cash Flow Statements have been pre-pared and are constantly being flexed and remodelled.

The executive and advisory team are in the process of re-evaluat-ing and reinventing our revenue model in consultation with lead-ing industry executives and we believe this creative approach will result in rapid adoption and significant transaction volume being processed through the EXCHAIN platform.

By it’s very nature this is market sensitive and as such it is not in our general interests to make this public.

We are of the opinion that the funds being raised will ensure we take full advantage of the market opportunity that currently exists and by extension reward investors through the value of the EXT Token.


45

Token Generation Q&AHow do I participate in the EXT token generation?Investors need to be whitelisted in order to participate in the EXT token private and pre-sale stages. The whitelist registration is open during these stages of the private and pre-sale until the hard cap or end date is met at each stage. Each investor will have their personal account in which they can find a step-by-step instruction on how to purchase EXT tokens.

Do I have to pass the KYC/AML before I can receive my EXT to-kens?Yes. We have partnered with Coinfirm to conduct the necessary KYC and AML exercises to protect our business, investors and po-tential clients. Investors will be required to enter relevant informa-tion at the minimum level to enable Coinfirm to conduct the KYC and AML checks. At EnvisionX and EXCHAIN, we will not retain any private and sensitive information.

What happens if all of the EXT tokens are not sold at the token generation?All unsold tokens will expire if the hard cap is not reached by the end of the token generation event. In the case an investor does not pass the KYC/AML then the allocated EXT tokens will also ex-pire and the invested funds will be returned after deduction of ap-plicable transaction fees.

Where can I check my EXT token balance?Investors can see the balance of their purchased EXT tokens im-mediately following the completion of the transaction. The EXT token balance will be displayed in the built-in platform wallet, and the EXT tokens will become transferrable to an ERC20 com-patible wallet on the scheduled date after the completion of the EXCHAIN ICO.


EXCHAIN BETA LAUNCH

ADCASTS AND ADTRADES BITCASTS ADOPTION

FRAUD DETECTION DEVELOPMENT

EXCHAIN OFFICIAL LAUNCH

Stage 6 Stage 7 Stage 8 Stage 9

PUBLIC LAUNCH IN NOVEMBER 2018

UI AND EXID REGISTRYDEVELOPMENT

SMART CONTRACT ETHEREUM PROTOCOL ADOPTION

IMPLEMENT ERC20 ETHEREUM WALLET

ADCASTS AND ADTRADES EXT TOKEN ADOPTION

SMART API DEVELOPMENT

Stage 1 Stage 2 Stage 3 Stage 4 Stage 5

ADCASTS AND ADTRADES EXT TOKEN ADOPTION

SMART OPEN API DEVELOPMENT

TRANSPARENCY DEVELOPMENT

46 47

Launch EXCHAIN privately to the invited advertisers, publishers, and other service providers with real world campaigns.

Launch EXCHAIN to enable gen-eral public sign up and use.

Incorporate EXCHAIN into Ad-Casts and AdTrades for auto creation and execution of smart contract and automated pay-ment processing.

Develop the fraud detection mechanism based on token dis-tribution abnormality and EXID cross checking and validation.

OCT NOV DEC FEB2019

EXCHAIN Development Roadmap

MAYDevelop the initial version of the platform UI, user self-signup and EXID registry.

Develop the smart contract and transmission of the contract to the Ethereum blockchain.

Enable the ERC20 Ethereum wal-let in the BitCasts UI to allow ad-vertisers to load the EXT tokens into smart contract created.

Replicate the EXT and Ethereum wallet support in AdCasts and AdTrades to allow advertisers to run digital advertising and mobile campaigns in AdCasts, and DSPs and SSPs in AdTrades to trade inventory using the EXT tokens.

Develop the SMART API frame-work to enable the easy con-nection with service providers. Invite and engage real service providers to integrate and test the SMART unit.

Develop the connection be-tween EXCHAIN smart contract and SMART Open API, and com-plete campaign transparency reporting and audit ledger.

JUN JUL AUG SEP2018


48 49

ADVERTISERS SERVICE PROVIDERS PUBLISHERS

AdTradesmarketplace

Open RTB ProtocolDSP and SSP Adapter

EXT Token Adapter

AdCastsad platform

Open RTB BidderArtificial IntelligenceEXT Token Adapter

Ad Value Chain

EnvisionX Technology Today

EXCHAIN Technology Overview

EXCHAIN CORE

EXID Registry

SMART API Mgt

EXT Acc. Mgt

Advertiser Database

dStorage

dReporting Analytics Unit

Smart Contract Unit

ImpressionManagement

Advertiser RuleManagement

Ad Serving

SMART Open API

APISMART Snippet

dContract

Publisher Database

Service Provider Database

EXT Processing Unit

EnvisionXCORE

High Load ComputingBig Data Processing

Backend Auto Scaling

We have commercialised a full-stack of our AdTrades and Ad-Casts platforms in the past two years and both of these market adopted solutions will be integrated with the EXCHAIN platform, advanced into a decentralised ad stack and inherit EXCHAIN fea- tures of transparency, anti-fraud and payment.

oRTB Protocol and Bidder

Our platforms were built with strict compli-ance with IAB’s Open RTB protocol. Such compliance has provided us with a big adva-natge in the speed of onboarding new clients, and the integration completion turnaround time is typically in less than a few days.

DSP and SSP Adapter

At the backend, we have developed powerful DSP and SSP adapters to ingest and output digital advertising traffic easily with full inter-connectivity with service providers.

EXT Token Adapter

We will develop an EXT token adapter for both AdTrades and AdCasts platforms to enable the distribution of ad spend in EXT to-kens. This will further enables our DSP buyers and SSP sellers to start trading in cryptocur-rency on AdTrades and advertisers to deliver campaigns in cryptocurrency on AdCasts. We will also develop the adapter to support hy-brid currency ad trading with one side spend traditional Fiat current and the other side re-ceive EXT, or vise versa. This EXT adapter will enable us to scale up our AdTrades and Ad-Casts in blockchain space quickly and involve a larger group of players in our ecosystem.

EXT Token

EXT Token

The EXT tokens are generated according to the ERC20 standard on the Ethere-um blockchain and it enables EXT token owners to easily manage their cryp- to assets. The EXT token creates a cryptographic means for the EXCHAIN platform to perform transparency anti-fraud and payment processing func-tions. By using the EXT tokens, all ad transactions become immutable and traceable. Users will have their own EXT wallet in their platform account and they can decide freely when to convert their EXT into other currencies on coin exchanges.

Deferred Adoption of Hyperledger

EXCHAIN is not initaily aiming to build the blockchain solution on Hyperledg-er protocol for the reason that none of the hyperledgers today are powerful enough to support the current transaction volume in digital, and the prema-ture application of hyperledger will only undermine the expectations and user experience of advertisers. We plan to provide a transition for advertisers instead of urging an overnight change which will not be commercially feasi-ble. We will evolve the EXCHAIN platform and our other two platforms into hyperledger as necessary but with an expectation that this will be complete by the end of 2019.


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CORE - dContract

dContract is a component developed within the EXCHAIN user entity, and it will hold a users’ ERC20-based EXT tokens and perform anonymised balance keeping and transfer on public decentralized data storage. A typical trans-action could be where an advertiser distributes 100 EXTs to a publisher for a campaign, where the 100 EXTs represents the settlement of the advertiser obtaining a stream of 1 million valid impressions with a set of IDs.

CORE - dStorage

dStorage is the crucial component in enabling ad spend and impressions transparency and audit for all stakeholders and it also supports the Analytics Unit for fraud detection and elimination. The dStorage uses the public ledger as an immutable data house to store all impression logs and EXT token transactions and will later be enhanced to support the audience data trading and enable the dContract to anonymise audience buying and selling.

CORE - dReporting

dReporting is the sister component to dStorage. It provides real-time campaign reporting and insights to all stakeholders of a campaign. dReporting enables users to access granular reporting in more than 50 dimensions which are supported in our existing platforms and dReporting will also visualise the outcome of a campaign and indicates actionable items to improve the cam-paign performance for advertisers. dReporting is the ultimate “centralised” decentralised application for unified campaign reporting.

Smart Contract Unit

The EXCHAIN smart contract is a replacement for a traditional paper IO and it legally binds all participants of a campaign with digitally signed campaign targeting, commercial terms and the criteria for impression validation. The smart contract will be stored on the Ethereum protocol blockchain which lives permanently and is tamper-free. Our dContract will interact with our SMART Open API to verify that each impression accepted meets the valida-tion criteria signed in the smart contract.

SMART Open API

The SMART Open API is the gateway of EXCHAIN to connect and commu-nicate with external service providers and uses the high speed Golang lan-guage to perform high load and speed API interactions such as measurement solutions and DMPs to enable advertisers to validate impressions and audit data usage. The SMART Open API uses our existing high load tracking system as a foundation to build the SMART Snippet for real-time impression valida-tion and audit at a speed of tens of thousands of transactions per second.

EXID Registry

EXID registry will be built as the universal identification system in the digital advertising space in which it uniquely identifies a participating business. The registry stores EXID’s assigned to each company when it signs up to the EX-CHAIN platform, and the historical information of the company will be bond-ed with the EXID. De- pending on the evolvement of EXCHAIN the information may contain, for example, the credit score of a company and the quality of traffic based on the fraud detected and the trading volume as in the form of an index.


The EXID registry storage will be public-ly accessible for retrieving the identify of a company and the source code can be used to generate the industry-wide universal EXID and append relevant re-cords.

The open-sourced smart contract will enable anyone in the ad community to create an executable and blockchain based contract with predefined and supported contract specifics.

Service providers can develop the API collaboratively and extend the API pro-tocol to unlock the possibility of their engagement in a smart contract and extend coverage to emerging platforms.

EXID Registry

Smart Contract

Smart Open API

Example Applications

- DSPs and SSPs can run credit checks on new clients- Marketplaces can determine the origin of the traffic sources- Publishers can uncover domain spoofing threats- Any company can build their internal CRM platform

- Agencies can adopt digital execution of Insertion Order- Advertisers and agencies can post spend opportunities- Advertisers can audit omnichannel campaign delivery- DMPs can verify their receivable revenue

- New service providers can expose their platforms to ad space- Service providers can eliminate costly discrepancy- Service providers can run audits for various purposes- Service providers can pitch to their potential clients

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Open Source ModelsThe EXCHAIN platform will be developed as a semi-open platform, in which a few key modules will be open sourced as part of our commitment to contribute to the greater good of the digital advertising space. The benefits of open sourcing these units are to enable a common access to blockchain-based technology and promote an industry-wide collaboration in its adoption.


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Our Team

Zheng is a young and ambitious entrepreneur who has extensive commercial and technology experience in the digital advertising space. He has 6 years experience in the programmatic advertising, and held a leading global director role of product and sales engineering at the world’s first mobile demand side platform StrikeAd. He led the product management of development and release of the first mobile DSP worldwide, and supported the acquisition process between StrikeAd and Sizmek.

Over his time in programmatic, Zheng has worked with many key players including: 50+ SSPs such as DoubleClick and Mopub; 14+ analytics vendors such as HasOffer and Flurry; 5+ ad servers such as Sizmek and Celtra; 5+ DMPs such as Factual and Neustar; 5+ top agencies such as Havas, Xaxis and Mindshare.

Prior to joining the digital ad space, Zheng worked at the United Nations in the branch of the International Atomic Energy Agency and for a short period at Standard Chartered bank.

Before starting his career, Zheng obtained his education from top UK universities, including Imperial College London, University College London and University of Bristol, where he gained a hybrid knowledge of engineering and commerce which gave Zheng a solid foundation to take on his product roles in the ad tech space.

Vlad’s involvement in IT began in his early childhood and he is today an experienced technical and commercial leader with detailed practical knowledge of IT and management.

Over his 20+ years career in IT, Vlad obtained extensive and in-depth technical and management knowledge and skills from a number of significant IT projects. He worked for 4 years in the biggest local carrier MTS in Ukraine then for another 4 year as part of the first national 3G carrier PeopleNet. He also worked in the banking sector building enterprise solutions for Commerzbank and security auditing systems for Cipher. For the past decade Vlad has evolved his career into the digital advertising industry and has specialised in programmatic advertising. He led the R&D team at the world’s first dedicated mobile demand side platform StrikeAd where he got to know and worked very closely with Zheng.

Vlad has a strong belief that the sole mission of an IT specialist is to bring innovation to our daily life, and to support this belief, Vlad has stayed at the cutting edge of the latest technologies, such as development of programmatic advertising and Blockchain. Vlad has mastered various programming languages and has hands on experience in big data computing, high load systems and machine learning applications. As a CTO, Vlad still finds time for coding, discovering new data patterns or developing prototypes. It is no surprise that Vlad could not pass by the chance toget involved in the excitement of blockchain technology.

ZHENG ZHANGCEO & Co-Founder

VLADYSLAV KUSHKACTO & Co-Founder


https://www.linkedin.com/in/zzhang05/

https://www.linkedin.com/in/vkushka/

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ALEKSEYMORARASH

SystemArchitect

Aleksey has more than a decade of experience in the design and development of large scale data processing solutions including ClustrX OS for HPC and VSC for Virtual Super Computer. He has 5 years experience in programmatic adver-tising, and he is particularly strong in Golang, Erlang and Python. Aleksey joined EnvisionX as the first R&D hire and he designed the skel-eton of the AdTrades platform. He has all the relevant skills and knowledge to build out our blockchain platform.

AINAKAMA

Biz Dev Direc-tor, APAC

Ai joined us from VASILY, a leading Japanese fashion company where she was managing the operation division for VASILY’s fashion app IQON. Ai started as business development man-ager at EnvisionX in 2015, and was promoted to the role of Director of Business Development, APAC later in the year as a recognition of her out-standing client and partner acquisition skills. She has secured millions of dollars of revenue from the APAC region in the past two years.

IGOR KASIANENKO

Demand Partner-ship, Manager

Igor has more than 6 years experience in digital advertising with 2 years dedicated to the programmatic ad space. In 2014 he was leading the development of the mobile advertising plat-form http://mobair.com as part of Noosphere Ventures company. Igor has participated in var-ious areas in the digital advertising space and has gained great insights into the commercial advantages and challenges of digital advertis-ing.

TARAS SHUMEIKO

Full Stack De-veloper

Taras has 15+ years experience in UI design, web developments, and high-load web projects and he is also the founder of a number of busi-neses. Taras joined EnvisionX in early 2017, and has taken the responsibilities of UI/ UX design and development of distributed applications, NOSQL solutions and payments gateways. Taras was the author and project manager of Ukrpost - the mail service solution of the larg-est ISP in Ukraine.

MYKOLA KLI-TOVCHENKO

Full Stack De-veloper

Mykola is a full stack software developer with 6+ years experience in web development, cre-ated 5+ coniniously growing projects: ERP, CRM systems, staff training software and. Has deep knowledge in system analysis and manage-ment, he is also strong in math in cryptography. Blockchain enthusiast, was one of first bitcoin holders in early 2010s, got research and devel-opment exeprience in computer vision, robo-totechnics, IOT, digital circuitry. Golang geek, member of ukrainian JS developers communi-ty.

PATRICKSCUTT

VP Finance

Patrick is a commercial accountant with 20+ years of post qualification experience in start-ups and larger multinational businesses alike. He has worked within a number of industries in-cluding technology, entertainment and utilities. Patrick has a proven record for managing change and developing businesses through both organic growth and by acquisition. His experience extends into business process im-provement, business integrations and contract negotiations.

YEVGEN VEGERA

Technical Oper-ation Manager

Started his career in 1999, Yevgen has devel-oped extensive knowledge and experience in the commercial areas, including 15 years de-velopment in internet-cafes “Vault” and restau-rants “Parovoz” networks along with software design for ecological human interaction and business process automation. Joining in early 2017, Yevgen has become the vital link between the commercial and R&D teams in supporting the daily technical operation of the business. With a good sense of forcasting the system ca-pacity he ensures EnvisionX will always meet our clients’ demand on programmatic traffic.

OLEKSII KLI-TOVCHENKO

Blockchain Developer

Oleksii is a senior software engineer with 10+ years experience of security systems devel-opment. He has excellent understanding in information security systems, cryptographic algorithms and communication protocols. Over the span of his career Oleksii engaged in a broad range of projects which intersected with other fields such as computer vision software development and aviation security X-ray staff training software development. He is highly enthusiastic about developing applications on blockchain technology, cryptocurrency proto-col and smart contracts.


https://www.linkedin.com/in/tuxofil/

https://www.linkedin.com/in/ainakama6210/

https://www.linkedin.com/in/igkasyan/

https://www.linkedin.com/in/tarasshumeyko/

https://www.linkedin.com/in/mykola-klitovchenko-17578958/

https://www.linkedin.com/in/patrick-scutt-b101081/

https://www.linkedin.com/in/yevgenvegera/

https://www.linkedin.com/in/oleksii-klitovchenko-b4ab415b/

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Advisory Panel

Alex Rahaman is an experienced, successful Ad Tech entrepreneur with experience of many fund raisings, sales, acquisitions and JVs. He is currently CEO of NEXD Group GmbH a leading Global creative technology business, based in London with European main offices. Alex was hired in 2017 as CEO by NEXD’s lead VC, 3TS in Austria to merge two businesses and grow the combined businesses in UK, USA and beyond. Alex is also an investor, advisor and Chair to a number of growing businesses in the ad tech and location space.

Prior to NEXD, Alex completed two years earn out at Sizmek Inc, the global ad platform, as VP Programmatic. As Founder and CEO, Alex had sold his business StrikeAd to Sizmek in May 2015. StrikeAd raised VC funding from Europe and USA and Alex relocated to headquarter the business in NYC where it grew it to 70 staff in 3 continents, becoming the leading global mobile-first programmatic platform.

In 2009, Alex led the sale of Unanimis to France Telecom, taking on responsibility for the Orange mobile ad business. Joining Unanimis in 2005, Alex helped the company become the leading independent Ad Network in the UK. In 2006 he wrote the first business plan for, and led the spinout from, Unanimis and Series A funding by Index ventures for a very small OpenX, now one of the largest global SSPs.

Alex has founded and worked in a number of growth businesses previously including the build of Mothercare.com, founding of a greeting card ecommerce company and being in founding team of a content optimistaion business sold to Omniture (now Adobe) in 2006.

ALEX RAHAMANCEO at NEXD

Carl has over 20 years of experience building successful businesses across ad-tech, data, programmatic, media and marketing platforms. across multiple markets in Europe, US and APAC, with a proven track record in investing, strategy, new market entry & development and growth.

He was part of the founding management team at the world’s first mobile advertising business Enpocket, growing this business across Europe and Asia as VP of Sales, through to its eventual sale to Nokia in 2007. Carl grew his own mobile consulting business with deep connections to Nokia, with the spin out of an ad-funded mobile games platform, Mobile Ad Solutions. Growing this business through to its eventual acquisition before Apple became a dominant player in the space.

Seeing the growing opportunity in programmatic Carl joined StrikeAd (now Sizmek), the world’s first mobile demand-side platform, to build out their APAC operations based out of Singapore, and has spent the last seven years in the APAC market. Carl was an investor and Board Director at Statiq, the mobile data location sciences business in London, leading investment and defining strategy, through to the company’s eventual acquisition by Telefonica in early 2017.

Currently based in Asia, Carl is Founder and CEO of his own digital sports marketing business, working with clients & brands on content, marketing and digital transformation; alongside several investments within the data and marketing sectors; and is involved within the Blockchain space as a major game changer for multiple business sectors.

Business and Commercialisation StrategyAdvisor

CARL COSTASerial entrepreneur, investor and executive management

Business Growth and Advertising SpaceAdvisor


https://www.linkedin.com/in/alexrahaman/

https://www.linkedin.com/in/carlcosta/

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Alvin Foo currently heading up Airwave China, the Innovation and Mobility Business Unit within Omnicom Media Group and he is responsible to drive and integrate mobile strategy and innovation for all OMG’s blue chip clients.

Alvin is a senior internet and mobile media executive and entrepreneur with more than 20 years of experience in Asia Pacific with the last 12 years spent in China. Prior to OMG, he was the Head of Mobile for Google China.

In the 13 years prior, Alvin had held various leadership roles with other technology & media companies including Nokia and had also started his own technology startup back in 1997 which was listed as one of the Fast 500 companies in APAC for 3 consecutive years by Deloitte Touche Tohmatsu.

ALVIN FOOHead of Mobility & Innovation at Omnicom Media Group, China

ICO Advisor

Mark Power is a digital leader and who currently serves as the Managing Director of Growth at Reprise, the global digital media agency within IPG Mediabrands. Mark also chairs the IPG Mediabrands Blockchain Council and serves on the board of several marketing technology companies.

With over 20 years’ experience across marketing technology, media and digital innovation, Mark has helped B2C and B2B brands around the world catch up and then stay ahead of the fast evolving and increasingly complex marketing ecosystem. Mark believes that as marketers we must challenge the status quo and is continually searching for opportunities to apply emerging technologies and digital media to help brands transform their approach to commerce and bring engaging and immersive experiences to life.

MARK POWERManaging Director, Growth at Reprise Media (IPG Mediabrands)

Agency Strategy and PartnershipAdvisor


https://www.linkedin.com/in/alvinfsc/

https://www.linkedin.com/in/markgpower/

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Advisory Panel

Elise is currently Department Head, Digital Media Strategy, Brand & Performance for a global leading gaming-related corporation. She is responsible for the management of the global digital video, mobile and display marketing budget across all the company’s brands and is leading the effort of the company to bring more control, transparency, and cost efficiencies over spend in the channel.

Prior to this experience, she was VP Supply and Business Development at pioneering mobile DSP StrikeAd, now acquired by Sizmek, where she helped shaping the data and supply partnership strategy, as well as improving cost efficiencies from bidding technologies and suppliers.

Elise took various work opportunities in the past and she worked on agency side, supply side and client side in various positions related to the media and advertising technologies. She was the first advertising operations hire at Mediacom UK and the first UK campaign manager for Youtube after it was acquisition by Google. At AdLink UK (now Hi-Media), she was pioneering the early programmatic monetization of the ad network’s inventory through SSP. Briefly consulting for Admeld she helped the startup enter the French market prior to the SSP’s acquisition by Google.

Elise is also an Executive MBA graduate from Cass Business School in London; she is often invited to speak at events including Adtech UK, ATS Paris, or supplier panels around the Cannes Lions Advertising festival. She is also a registered guest lecturer at Royal Holloway university and the University of Westminster

ELISE DUPATYHead of Digital Display and Programmatic Marketing, A Gaming Group

Business Development and Brand StrategyAdvisor

Simon is an entrepreneur with a stellar track record in founding pioneering global digital businesses. Simon has founded and built numerous successful businesses including Stocknet.co.uk, one of the UK’s first online stock brokerages, in 1998. In 1999 Simon founded Freequotes.co.uk, the UK’s first real-time share price information provider, and TMN Plc, one of the first online direct marketing companies, which was listed on AIM in 2000. TMN today has a market capitalization in excess of £100M.

In 2010 Simon founded StrikeAd, the worlds first global, mobile Demand side Platform (DSP). StrikeAd operates in Europe, U.S and Asia. In 2013 Simon launched K1T Capital a systematic quant based hedge fund asset management company. In 2017 Simon launched POWtoken.com the world’s first crypto currency for the mass market. POW is integrated with major social media partners Facebook and Twitter, and is experiencing exponential growth.

Most recently Simon launched North Block Capital an asset manager investing in Blockchain and crypto assets. Simon has extensive international board-level expertise, vast experience in M&A and was a winner in the finals of the Ernst & Young Entrepreneur of the Year awards.

SIMON WAJCENBERGCEO, North Block Capital

Blockchain Application and ICO Advisor


https://www.linkedin.com/in/elisedupaty/

https://www.linkedin.com/in/simonwajcenberg/

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Charlie is a fifteen-year ad tech veteran with deep experience in the tech start-up ecosystem, both in Europe and Silicon Valley.

Most recently Charlie was responsible for leading global Business Development for Manage.com, he grew their revenue from $0 - $100M before being acquired by a private equity firm. Previous to that he held commercial roles at TBG Digital (acquired by Sprinklr) and DBG (acquired by Merkle).

Charlie currently advises Silicon Valley-based AI tech company Agent.ai and i-Gaming Blockchain enabled business CashBet where he created the worlds first ever partnership between a cryptocurrency and a sports franchise, Arsenal FC.

CHARLIE FAULKNERSerial advisor and senior operator in digital advertising

Digital Advertising and Blockchain Applica-tion Advisor

Volker is an expert in digital and performance marketing, in particular programmatic and adtech, as well as social media and data. Currently he holds contract roles and most recently worked as VP Client Success at Rocket Fuel and was responsible for the Analytics and Operations division of all international regions. He also run the German operation as interim Managing Director.

Prior to that, Volker was involved with project work in the programmatic media sector (for agencies) and positioned a TV data company in the digital space. He has also established an industry-respected real-time bidding (RTB) service provider and DSP (mexad/DataXu) in the UK, where he was leader of the English and international sales team, the account management team and the services team. Furthermore, he has had a decisive influence on the company’s success throughout Europe.

Volker’s early career was dominated by search marketing and agency roles, in which he developed digital marketing strategies for leading brands. He is a frequent speaker/presenter at leading marketing and advertising events and industry commentator in publications.

VOLKER BALLUEDEREx VP Client Success at Roket Fuel

Company Expansion and OperationAdvisor


https://www.linkedin.com/in/charliefaulkner/

https://www.linkedin.com/in/ballueder/

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Adrian is the founder of Workzspace.com with listings of 1000+ Serviced Offices and co-working spaces in Asia. He is also the former COO of Sportshero now listed on Australian Stock Exchange (ASX). Adrian is also an serial ICO project advisor, including IHTcoin, Electrify.Asia, DREP, XMedChain, Banca, DarcMatter and TradeHero.

ADRIAN LAMICO Syndicate Fund Raiser

ICO Advisor

During the development of the EXCHAIN strategy, the white paper, the business plan and to be fully prepared post-ICO at the senior level a number of individuals have more recently been appointed:

In particular we have secured the services on the Advisory Panel of a hands on serial investor in high-growth, high-risk, start-ups. As CFO he played a leading role in the IPO of a pioneering internet payments business in 2000 and subsequent to this he has, where required, consistently mentored and supported the executives of his investment portfolio in their growth and development.

A Fellow of the Chartered Institute of Certified Accountants, he has spent the last 15 years based in Asia and he currently holds investments in Mobile Gaming, Mobile Location Intelligence, Mining and Events Production amongst others. Most recently he acted as Regional CFO across 5 territories for a SE Asia based Digital Marketing Agency in support of a proposed investment into the business.

Summary

The current executive team is of the firm opinion that the Advisory Panel is now complete, substantial and properly balanced in terms of experience, specialisms and geographic coverage, from a commercial, financial and legal perspective and it is second to none in its connections and relationships within the advertising industry.

With the commitment and support of this panel we see a clear path to not only securing the funds to build out the EXCHAIN platform but with collectively hundreds of years of experience in successfully managing businesses at the C-Level worldwide. we believe this support will make EXCHAIN an industry changing proposition.

Advisory Panel Recent Appointments


https://www.linkedin.com/in/adrianlam/

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Principles and EthicsEXCHAIN’s mission is to create a fully transparent and fraud-free advertising chain that will revolutionise the way digital advertising is conducted today, and deliver true value to all participants in the advertising ecosystem.

We will provide ad spend tracking, verification, audit services and a cryptographic advertising platform, through campaign proof chain and provenance, to the global advertising community of advertisers, pub-lishers and service providers:

All client data will be owned by the data originator and will be encrypted/hashed/anonymised.

Only the data owner and those given permission by the data owner can view the data. EXCHAIN is com-mitted to provide these services at a reasonable and fair price to its customers.


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ConclusionThe EXCHAIN platform is designed to be a robust, blockchain based tokenized system for ad spend transparency and fraud-free advertising inventory. The EnvisionX team are ex-perienced and have a proven track record of success in developing and commercialising advertising products.

The industry’s development in recent years and the feedback from partner companies in the ad tech market has highlighted that the EXCHAIN platform will deliver immense value to the global digital advertising market. EnvisionX have already undertaken discussions with a number of brands, advertisers and corporates who have given a very strong indi-cation that they will move into commercial discussions to adopt the EXCHAIN platform once the ICO is complete and the build out of the platform has begun.

We at EnvisionX, are looking forward to hearing your feedback and seeing your support and investment during the EXCHAIN ICO.


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Press and PublicationExchangeWire: Why Blockchain Addresses Transparency Issues in Programmatic Advertising, READ.

MarketingTech: GDPR and blockchain: the next stages in programmatic advertising’s evolution? READ.

Global Marketing Alliance: Five ways to achieve easy advertising in the programmatic age, READ.

ExchangeWire: Bringing Blockchain to Programmatic – Q&A with Zheng Zhang, CEO & Co-Founder, EnvisionX, READ.

Fourth Source: Navigating a New Revolution in Programmatic Advertising Technology, READ.

Compare The Cloud: Programmatic Advertising Traffic – Discussion on Blockchain – EnvisionX’s Zheng Zhang, READ.

BitcoinExchangeGuide: EnvisionX - AdTrades & AdCasts Advertising Business Marketplace? READ.

CreativePool: Ad Trends 2018: An uncertain industry in a state of flux, READ.

Digital Marketing Magazine: Could Blockchain Fix the Flaws in Programmatic Advertising? READ.

PerformanceIN: Could Blockchain be the Key in Driving Creativity in Programmatic? READ.

BlockchainNews: EnvisionX to Bring Blockchain to Programmatic Advertising, READ.


https://www.exchangewire.com/blog/2018/02/19/blockchain-addresses-transparency-issues-programmatic-advertising/

https://www.marketingtechnews.net/news/2018/jan/18/gdpr-and-blockchain-next-stages-programmatic-advertisings-evolution/

https://www.the-gma.com/five-ways-achieve-easy-advertising-programmatic-age

https://www.exchangewire.com/blog/2017/09/20/bringing-blockchain-programmatic-qa-zheng-zhang-ceo-co-founder-envisionx/

http://www.fourthsource.com/online-advertising/navigating-new-revolution-programmatic-advertising-technology-22097

https://www.comparethecloud.net/watch/pragmatic-advertising-traffic-discussion-blockchain-envisionxs-zheng-zhang/

https://bitcoinexchangeguide.com/envisionx/

https://creativepool.com/magazine/inspiration/recruitment/ad-trends-2018-an-uncertain-industry-in-a-state-of-flux.17408

http://digitalmarketingmagazine.co.uk/digital-marketing-advertising/could-blockchain-fix-the-flaws-in-programmatic-advertising/4606

https://performancein.com/news/2017/11/15/could-blockchain-be-key-driving-creativity-programmatic/

http://www.the-blockchain.com/2017/07/16/envisionx-bring-blockchain-programmatic-advertising/

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ICO General ContactWebsite: www.exchain.coEmail: [email protected]: https://t.me/Exchain_Official

ICO Bounty Program ContactWebsite: www.exchain.co/bountyEmail: [email protected]: https://t.me/exchainbounty

Business General ContactWebsite: www.envisionx.coEmail: [email protected]: https://t.me/exchain_partnership

Empowering a Blockchain Revolution in Digital Advertising


https://twitter.com/EXCHAIN_EXT

https://www.facebook.com/EXCHAINbyEnvisionX

https://www.youtube.com/channel/UCjC1fhQNolc6gTug9a2eWLg

https://www.linkedin.com/company/bitcasts/

https://t.me/Exchain_Official

Documents

Empowering a Blockchain Revolution in Digital Advertising€¦ · matic bidstream to collect higher CPMs. Hyperledger is an open source collaborative effort created to advance cross-industry