The fundamental philosophy of AdEx is it's balanced use of blockchain. The AdEx Network only uses the blockchain for mission-critical data, such as accomplished conversion goals and payments. That way, it eliminates the opportunities for fraud and lack of transparency. Once fully operational, it will kick off with Stremio as the exchange’s first publisher. Within the AdEx ecosystem, the AdEx token (ADX) will be used internally to buy or sell advertising space and time. Advertisers would be able to create ads, and then place bids for them, setting the bid in ADX token.