Alkimi matches advertisers (who want to display their ads) with publishers (who have content viewed on their websites/apps, etc.) and facilitates real-time trading to enable ad placements. This is how 95% of transactions happen in the over $500 billion digital advertising market. Alkimi uses standards to be compatible with all these other exchanges, allowing advertisers and publishers to switch to it easily. However, its advantage lies in greater transparency and lower fees (typically 49% of ad spend goes to intermediaries rather than the publisher whose slot you buy), leveraging the power of cutting-edge blockchain technology to reduce fees to around 1.5%. These fees will be paid in $ADS tokens, which advertisers can also purchase and stake to slightly decrease their fee percentage, thus providing utility to the token as token holders themselves can stake the token and earn a percentage of all advertiser fees.