Hello, Satoshi clubbers! Another AMA took place in Satoshi Club and we would like to introduce to you the AMA session with our friends from Alkimi and our guest was @neilthebruce, @AdamChorley and @benputley. The AMA took place on 17th of May.

The total reward pool was 500$ and has been split into 3 parts.

In this AMA Recap, we will try to summarise the most interesting points for you.

Part 1 — introduction and questions from the Website

Mary | Satoshi Club:
Hello Satoshi Club! We are happy to announce our AMA session with Alkimi! Welcome to Satoshi Club😀

D. | Satoshi Club:
Today our guests – @neilthebruce @AdamChorley @benputley !

Neil Bruce:
Great to be here!

D. | Satoshi Club:
Hello! good to have you here! 😊

Mary | Satoshi Club:
Welcome to Satoshi Club 😀

Chorley:
Hi Satoshi Club! thanks for hosting us!

Mary | Satoshi Club:
Welcome here!

D. | Satoshi Club:
Hey! Welcome to our club! 😃

Mary | Satoshi Club:
How are you today, guys?

Ben Putley:
Good afternoon everyone!

Neil Bruce:
We’re very well and excited to answer your questions!

Mary | Satoshi Club:
So, everyone is here🥳🥳🥳 let’s start 🚀

Guys, usually we start with an intro.

D. | Satoshi Club:
Hello! welcome to our club! 😊

Mary | Satoshi Club:
So, we will ask you to introduce yourself and tell us more about Alkimi 😀

Ben Putley:
We’re a founding team of digital marketers with over 35 years’ combined experience working for publishers, advertising technology companies and media agencies. We’re also crypto enthusiasts, and have been aware of the many potential benefits of applying blockchain technology to the digital advertising ecosystem.

I’m the CEO of Alkimi and have sold software to global publishers like CNN, Vice, Forbes, Daily Mail to name but a few for the last 10 years or so; our CTO is unfortunately is still under a restrictive covenant so couldn’t join us today, but he’s worked at global publishers for a similar amount of time.

Chorley:
I’m Adam, Chief Operating Officer. I’ve been Working in the advertising industry for 10 years. Always on the sell side, at publishers and networks to help them monetise their inventory. At Evolve Media, Conde Nast and most recently a start up called SmartFrame. As far as crypto goes, I’ve also been involved in crypto for around 5 years now. I’m a massive advocate of blockchain becoming the de facto technology for all data and monetary transactions. So we’ve not got the chance to bring a whole industry onto the blockchain. So I’m finally merging my passion for crypto with my day job which is incredible!

Neil Bruce:
And I’m Neil, Chief Commercial Officer, and I’ve spent 15 years working predominantly on the buy side of the ad ecosystem at global media agencies. Recently, I spent 5 years as the head of mobile and digital innovation at Mindshare, the world’s second largest media agency, where I controlled a nine-figure annual media budget for clients including Nike, Unilever, Rolex and Ford. I’m really excited about the prospect of putting the digital ad industry on the blockchain. It’s a huge industry ($340bn) hiding in plain sight, but at present, 49% of an advertiser’s budget is wasted on an “ad tax” in the non-transparent ecosystem, before it even reaches a publisher!

Mary | Satoshi Club:
How did you get involved into the cryptoworld?

Yes, when you love your work results are incredible👍

Awesome experience! Are you wearing Rolex?😉

Neil Bruce:
We are all long time supporters of crypto, and always looking for the most innovative projects. The digital advertising ecosystem is a huge liquidity pool hiding in plain sight (last year spend was $340bn), but it is plagued by a number of issues, including: Fraud, Poor User Experience, Undisclosed margin and Arbitrage.

Blockchain technology is going to revolutionise the industry!

Mary | Satoshi Club:
👍

Which date we can count as Alkimi birthday?😉 How old is your project?

Neil Bruce:
We came out of stealth mode just over a week ago, so a very new project! But we’ve been working behind the scenes for several months to get things launched

We are partnered with Constellation Network, and using their revolutionary Hypergraph technology to power our network. We were the first project announced by Constellation building on their platform.

Mary | Satoshi Club:
Wow, what a speed 👍

And we will have a question about this in the first part!🚀

Thank you for your intro, guys! Are you ready for the questions from our community?

Ben Putley:
Just a brief blurb about Alkimi Exchange before that. We are the world’s first decentralized advertising exchange. We think about advertising very differently at Alkimi, where:

Users aren’t a Product
Publishers aren’t at the behest of Facebook and Google
Advertisers can deliver their message with value

Building on Constellation Network’s Hypergraph Transfer Protocol (HGTP) we are finally applying the principles of DeFi to the world of digital advertising – how publishers (for example: CNN or South China Morning Post) sell advertising inventory to advertisers (brands such as Nike or agencies acting on their behalf).

Mary | Satoshi Club:
👏

Chorley:
Fire away with the community questions!

Q1 from Telegram user @meml97
It caught my attention that on your whitepaper, you said that you built Alkimi on Constellation Network’s Hypergraph because it presents a more viable, alternative protocol to Ethereum because of its feeless transaction economy. But even that, while looking at your tokenomics I saw that $ADS is a ERC20 token, can you tell us more about this? Why did you decide to still have a ERC20 and not a BEP20, for example, even after saying that Ethereum is not your best option? What benefits will it bring to Alkimi an ERC20 token?

Neil Bruce:
That’s a great question – Chorley can answer that as the Tokenomics are his baby!

Chorley:
Our vision is to build to bring defi to the advertising world, Constellations Hypergraph allows Alkimi Exchange to use network resources whenever they are needed through an incentivisation mechanism and the use of $DAG. This gives us the ability to allocate network resources as the programmatic transactions increase on the network allowing us an effective way to scale quickly. Constellation will launch their own mintable tokens in Q3 this year, In the first instance we were looking to build out some of the features that the future Alkimi exchange will have. Therefore we wanted to tap into the home of Defi which is ETH and ERC20 tokens. We want to capture some of the audience and bring them with us on our revolutionary journey!

D. | Satoshi Club:
There are not so many DAG projects in crypto, i would say they a in minority, why you decided to trust one of them?

Mary | Satoshi Club:
Do you plan to add more blockchains in the future?

Ben Putley:
We looked into a lot of potential chains to build the Alkimi Exchange on and mostly it boiled down to the Constellation Network’s HyperGraph’s features;

Feeless transactions
Novel Consensus Mechanism
Horizontal scalability
Node reputation scores

They are also working with the Department of Defence, US Airforce and other large consortia proving they have the capability to host an advertising auction on chain; something that wasn’t possible until now.

D. | Satoshi Club:
👍 thank you for answer!

Mary | Satoshi Club:
Thank you for your answers! Ready to go to the next question?

Neil Bruce:
Yes let’s do it

Q2 from Telegram user @NataliyaKil
Using the principle of Generative Economics, the Alkimi Exchange will reward Users, Publishers and Advertisers for rebuilding the intended value exchange of the Open Web. Please tell us about Generative Economics, what is it and how do you use it? What kind of reward system do you use for your users, publishers and advertisers? How do they receive a reward: in some currency or in the form of discounts, reputation on the platform, as an acquisition of status?

Neil Bruce:
In the Alkimi exchange, all participants are treated fairly, but we bring a 4th member to the mix. That’s the ADS token holders, they help us with the infrastructure part of the network. Through staking their ADS tokens to our Bandwidth and Access pools. This allows the Publishers and advertisers to access the Alkimi Exchange and rent enough bandwidth to serve and sell ads.

All holders of $ADS tokens are rewarded for staking their tokens. Publishers and advertisers that hold $ADS tokens can use tokens to gain discounts for accessing the network and any fees they might incur. If they choose to, they could even loan out their $ADS tokens if their demand drops, allowing all users of the Alkimi exchange to generate rewards even during times of lower demand.

Everyone involved in the digital advertising ecosystem will benefit from Alkimi Exchange:

Users see fewer, more engaging ads
Publishers earn more revenue
Advertisers see real return on their investment

The intended value exchange of the open web is re-established as a result!

Mary | Satoshi Club:
When do you plan to launch Alkimi Exchange? Will you have any testing period?

D. | Satoshi Club:
And do you have plans to do some airdrop for users? it’s a kinda popular thing now when a new exchange goes live 😉😁

Neil Bruce:
We’ll be launching with an ERC-20 token in June. This will allow us to build endpoints and ensure interoperability of Alkimi Exchange with existing technical infrastructure (standards like Open RTB 2.5 and prebid). We will be migrating to Constellation’s L_0 token when available in Q4 this year. The official Alkimi Exchange launch will be in Q1-Q2 2022.

D. | Satoshi Club:
Oh got it, so next year.

Chorley:
We are firming up all of the launch roll out at the moment so people can stay up today with all developments on our telegram channel https://t.me/Alkimi_Exchange

Mary | Satoshi Club:
Sure, Satoshiclubbers, stay tuned 👍

Thank you for your answers! Ready to go to the next question?😉

Neil Bruce:
👍

Chorley:
👍🏻

Q3 from Telegram user @Arisabela
Alkimi is employing a Proof Of Reputable Observation (PRO) consensus mechanism and from what I could understand will be used as a fraud prevention tool, can you explain the basic mechanisms about this consensus and how can be used as a filter for bad actors?

Chorley:
PRO scores are made up of a few factors, but we are able to build a picture in real-time of all the participants of our network. We can therefore spot bad actors in real-time by comparing them to the rest of the network and by comparing them to previous bad actors. This view then allows us to create a score for each participant. Participants falling below a certain level due to their actions can be excluded, preventing fraud before it happens.

D. | Satoshi Club:
This consensus mechanism was made by your team?

Chorley:
No this is the basis for Constellations Hypergraph, but we’ve adapted it to suit the needs of an advertising exchange

D. | Satoshi Club:
Interesting…thank you! by the way is it possible to use consensus in other crypto projects? how easy can it be integrated in project on other chains like Ethereum or BSC?

Chorley:
It may be, there’s no reason why it wouldnt be possible to add a consensus like this, where good actors are incentivised through a performance based score

D. | Satoshi Club:
Got it! thank you for answers! 👍

Ready for the next question?

Neil Bruce:
Yep.

Q4 from Telegram user @V1ct0r_26
I read that Alkimi will offer Premium Services, could you give us more information about them? What will you offer on this services that will make them Premium and how can people get access to them? What benefits will this Premium Services bring to users that will make them pay or do whatever you ask for?

Ben Putley:
Premium services will be available to Publisher and Advertisers using Alkimi Exchange to buy and sell their ads.

For example, algorithimic trading strategies would be offered to a brand like Nike to achieve their desired outcomes of a particular campaign

D. | Satoshi Club:
So services will be available only for people who hold and use $ADS on exchange?

Ben Putley:
Correct

Mary | Satoshi Club:
Holders with any amount of $ADS will be available to use Premium services?

Ben Putley:
Premium services are offered to publishers and advertisers using the Alkimi Exchange to buy and sell digital advertising

D. | Satoshi Club:
👍 appreciate for answer! ready for the next question? 😊

Neil Bruce:
Yes ready

Q5 from Telegram user @cryptofollower
Alkimi Exchange is decentralized replacement to the inefficient legacy programmatic ad exchanges like Google and Facebook. How can you compete with Google and Facebook? They also control Youtube and Instagram accordingly. In order to compete with them you would also need partners on other social media platforms. Could you please explain your vision for future of the web and how can you restore the value exchange between advertisers, publishers and users?

Ben Putley:
Yep!

Neil Bruce:
Google and Facebook drive a portion of their revenue from their programmatic advertising exchanges that monetizes inventory that sits outside their owned and operated inventory. They are some of the largest consumers, creators, and sellers of data, with advanced machine learning around their users’ data that has solidified their market share.

However, almost 30% of advertising spend goes through independent advertising technologies, who have exacerbated the issue by creating an ‘ad tech tax’ where 49% of all advertising revenue is lost before it reaches a publisher. The top 6 independent advertising exchanges take $5bn a year in revenue, and on average charge 15% fees to customers.

Alkimi Exchange intends to remove the ad tech tax – by providing publishers and advertisers with a transparent solution, costing 1.5% to buyer and seller alike.

Because publishers won’t be losing such a big portion of their revenue any more, they will be able to compete with Google and Facebook more easily.

Mary | Satoshi Club:
You find a great solution!👍 Can’t wait to see how this will work!

Thank you for your answers! Ready for the 6th and last question from this part?

Neil Bruce:
Yes let’s go!

Q6 from Telegram user @Pratze
I read from Alkimi exchange telegram’s pinned post, you share about link to register public / private sale $ADS token. And I saw amount of $ to choose in there. Can you explain what is that google form use for? Is that mean we can join your private sale and public sale only by fill that google form?

Ben Putley:
The form was used to gather interest from potential supporters of the Alkimi Exchange and we’ve been blown away by the interest so far. We’ll be running a ballot to select people that have expressed an interest. We’ll also be releasing on Lattice Launchpad as well as a few others in the near future!

Mary | Satoshi Club:
We will wait for announcements! Thank you for your answers!

Part 2 — live questions from the Telegram community

Q1 from Telegram user @highpee
You said that “users see FEWER more engaging ads” and “Advertisers see real return on their investment”. Can this be possible? Is it not until users see MORE engaging ads from advertisers that advertisers may likely have more returns based on the user’s engagement with these ads? Why will the engaging ads users have access to be reduced?

Ben Putley:
Hi Johnny – if users are exposed to ads less frequently; that is of higher quality it is more likely they will have the advertisers desired effect in increasing brand recall, improving purchase intent, and even conversions from the ads themselves.

Q2 from Telegram user @Korryl
Alkimi focuses on advertisement and i think this is really a great project, can u share with u how do i possibly to buy $ADS token? any link about that? please share it here.

Chorley:
The token will be on sale next month. We’ll be releasing details of the launch over the coming weeks. keep your eyes on our channel to find out more closer to the time. https://t.me/Alkimi_Exchange

Q3 from Telegram user @yellowchamp
Can you share some ad products that Alkimi being produce and how does this products become useful across open web? What strategic marketing ways you are engaging to market this ad products to people? By the way, who are your propose and potential target customer for your ad products? Thank you!

Ben Putley:
Alkimi will provide the ability to trade all existing ad products. We are able to be completely interoperable with the existing infrastructure; offering a better more effective product to advertisers and publishers.

Q4 from Telegram user @gendisgladis
Besides the Airdrop and doing the AMA, what else will you do to market $ADS so that more Investors will buy and save them? what are the benefits for $ADS holders in long term?

Neil Bruce:
Thanks for this question. We have allocated a substantial budget to marketing, as we have two main audiences we need to engage – the crypto audience and also those working in the publishing/ advertising space.

We are working with a specialist blockchain marketing agency who are developing an intensive schedule of AMAs as well as working with influencers in the crypto space to spread the word for Alkimi.

In addition to this, we’re producing our own content, for example: our #wearealkimists podcast sessions, where we’re interviewing industry leaders in the advertising space, as well as crypto industry leaders.

In terms of benefits for long term holders of $ADS, our staking programme is designed to reward those who hold the token. More information about this can be found in our white paper.

Q5 from Telegram user @Jonahapagu
ALKIMI exchange will be Using the OpenRTB (Real-Time-bidding) standards for programmatic advertising and trading of digital ad impressions, can you explain how this real time bidding will work… How can advertiser , users and publishers participate in Real-Time-Bidding and trading on Alkimi exchange, I read that users will be required to hold $DAG, is there a set amount that users must hold to access certain services of Alkimi exchange…

Chorley:
Open RTB 2.5 is the standard that all programmatic advertising is traded on at the moment. Alkimi Exchange will be useable by everyone who currently trades advertising programmatically. Using Constellations Hypergraph we’ll be able to facilitate the auctions in a more transparent and efficient way to legacy systems built on centralised infrastructure. Anyone wanting to participate on the exchange will need to hold or rent $ADS tokens from the Access and bandwidth pools.

Q6 from Telegram user @HARSHALPR
Community is the key to the success of projects, so besides organizing AMA, what strategy does Your project have to reach out and exploit new investors?

Ben Putley:
@neilthebruce @AdamChorley and I have worked in advertising for over 30 years. We are going to be marketing to both the crypto and advertising industry to bring two communities together to help improve advertising online for everyone.

We are working on educational programs; in-person events (when possible) and ultimately looking into developing accreditation for those looking to build features on the Alkimi Exchange.

Q7 from Telegram user @Xusuo
How is the way if I have a company and want to use an advertisement from Alkimi project? Any link or guide about this?

Neil Bruce:
Alkimi Exchange is designed to be interoperable with the existing technologies that are used in programmatic advertising. So if an advertiser like Nike wanted to run ads on Alkimi, they would be able to use their Demand Side Platform (DSP) to buy ads in the exact same way that they do with other centralized exchanges (for example Pubmatic, Xandr, Index Exchange).

Q8 from Telegram user @Malinafarez
Can you explain the advantages of the $ADS token holder, can you stake or farm? Then can you provide an overview of the hardcap or total supply of $ADS tokens and why you chose the project name #ADS. Is there a story behind the name?

Chorley:
Any holders of $ADS tokens can stake their tokens to either the access or bandwidth pool, for this they’ll be rewarded for helping us run the network. There will only ever be 100m $ADS tokens, with 20% being released during the Pre-sales. We used the name Alkimi Exchange because we believe in creating “something from nothing” for all participants of the exchange, we aim to create value from nothing for all our clients.

Q9 from Telegram user @arankatelegram
Hey Alkimi Family, I am wondering what kind of projects do you see using your system behind their current setup? Do you see it being used for tokenized real estate? Would you say your system can be adapted basically for anything that exists online or there are certain outlets that Alkimi would rather not/ cannot integrate into? Your project is very exciting 🙂 Thank you for this.

Neil Bruce:
Great question! The advertising landscape is evolving extremely quickly, making new ad formats available to be traded programmatically. For example, Connected TV ads and Digital Out of Home ads. We have a roadmap in place to make these formats tradable via Alkimi Exchange, as well as other already existing ad formats, such as in-App advertising, and digital Audio advertising. This will increase the Total Addressable Market of the Alkimi Exchange massively.

Q10 from Telegram user @haine123
How can the community get more information about the new digital ecosystem and what it means for users, advertisers and publishers?

Ben Putley:
If you head over to our telegram – https://t.me/Alkimi_Exchange there’s tons of information. We are hosting regular #WeAreAlkimists coffee talks with industry experts.

In fact – our first episode is being released today!

Part 3 – Quiz Results

In the final part, we tested your knowledge in terms of Alkimi. They’ve prepared 4 questions for this part. The total reward pool for the quiz was 300$.
For more information and future AMAs, join our Social Media channels:
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