Santa Monica, California-based MetaX has created a blockchain-based platform for applications geared toward solving some of digital advertising’s problems.
In June of last year, it launched adChain, an open protocol to provide a permanent record of ad transactions. In December, it set up an application on adChain called Ads.txt Plus, where an ads.txt file — used by a site to show which sellers are authorized to sell its inventory — can be uploaded and managed.
Now, the company is launching another adChain application, called the adChain Registry. It allows a community of participants in that blockchain instance to control a whitelist of quality, ad-supported publisher domains for use by ad buyers and consumers.
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