adChain is an open protocol on the public Ethereum blockchain that allows for the building of decentralized applications (DApps) for the digital advertising industry which was valued at $175 billion in 2017 . The protocol runs using adToken an ERC20 Token Standard based cryptocurrency . 
The vision for adChain is to develop an ecosystem of DApps (decentralized applications) utilizing the adChain protocol that will enable advertisers and publishers to run campaigns that leverage the power of Ethereum, while maintaining the familiar user experience of legacy tools. These DApps will drive adoption across the thousands of advertisers, publishers and technology providers, in the digital advertising ecosystem. 
Examples of dApps to be built on adChain include bot detection dApps, reputation score dApps, automated payment delivery dApps, DMP (data management platform) dApps and even virtuous Ad Blocker dApps.