100+ million applications for ads publication in 1 second: how the decentralized advertising network of the Ledder project works

The problem of a centralized advertising network is the bandwidth of ads and the waiting time for the advertiser. Unlike any competing solutions, Ledder offers a completely decentralized way to make advertising decisions. Scales become almost unlimited.

We will describe in this article in detail how it works.

An ad placement request contains a video and placement locations. A request can only get into the network via a gateway of the interface layer that connects the Ledder Network with the world. The gateway has an external API and acts as a network node.

Then the ad request is sent to the respective addresses. Each node, which received a request, sends it to a few other nodes. This way, a request reaches multiple nodes of the network level. The request is processed by the end notes. The request is only sent to the nodes that approved it. Upon getting to the node, the ad is cached for further use.

Near each screen, there is a network node that accepts ad placement requests via the distributed network. A network node is a program in the screen controller. The screen controller can be a common computer or Neuro Eye device with a high-power multi-core ARM processor and CUDA accelerators, with the performance of more than 1 tflops. Each node can easily process up to 1,000 ad placement requests per second. Ad placement requests are compared by price, time of execution, and meta parameters (conditions for displaying an ad).

Meta parameters may cover a wide range of conditions, e.g. minimum size of the audience, specific car makes, car types, etc. Video flows from node cameras are analyzed by video accelerators using computer vision and neural networks. The auction algorithm selects one request and attempts to display the ad. If the ad has been successfully displayed, a payment transaction is executed in the blockchain. If the display failed, the auction algorithm selects another request. Since requests with meta parameters cost more, they have priority placement. However, a request is only displayed if the conditions contained in it are met.

We have identified several key benefits of the concept.

  • Decentralized architecture has a high load capacity. A big network consisting of a million nodes can process hundreds of millions of ad placement requests per second.
  • High fault tolerance. One controller is a one billboard. If one node malfunctions, it won't affect the rest of the network in any way. Multiple gateways and computing nodes ensure smooth operation of the upper network level.
  • Network nodes are used to the fullest. Along with processing video flows, nodes perform a plethora of other functions, e.g. store, transmit, and process data.
  • Thanks to distributed execution of analytical tasks and distributed data storage, power is distributed evenly among nodes.
  • No data centers or server server rental costs. Servers are only used to organize the functioning of interface level and computing level and account for no more than 1% of the total computing capacity of the decentralized network.

Want to know more about how this works? Details of the project Ledder are described in detail in our Whitepaper.


With the emission of each of the next million tokens the price increases by 2%

  • Token: ULED
  • Type: ERC20
  • Platform: Ethereum
  • Token Type: Utility
  • Soft Cap: $ 200k
  • Hard Cap: $ 406k
  • Minimum investment: $10000
  • Threshold for receiving AirDrops: $50000
  • Total tokens: 45.000.000
  • Start price: $ 0.01
Invest now

Utility token which at the stage of STO can be converted into shares.

  • Token: SLED
  • Type: ERC20
  • Platform: Ethereum
  • Token Type: Security
  • Hard Cap: $200k
  • Minimum investment: $10000
  • Threshold for receiving AirDrops: $50000
  • Total tokens: 5000
  • Price: $40
Invest now