AdEx, an international ad exchange operating on smart contracts and blockchain technology, has announced it exclusively collaborated with Ink, the world’s leading travel media company.

The latter is the world’s biggest travel media company, whose services cover millions of airline passengers annually. The company issues magazines, offers online and mobile experience, and offers additional media services.

AdEx is among the biggest decentralized ad exchanges in the world. It employs blockchain and smart contracts to attain transparent interactions between all parties involved in advertising, and is partners with such renowned blockchain companies and projects as NEO, Wings, and Fintech Blockchain Group.

The partnership will see the companies holding an auction for ad spaces on boarding passes on blockchain, which is the first instance ever when such an auction ever occurs.

This is also one of few instances when a blockchain-based company enters the real sector of economy.

“We are pleased to be working with AdEx to deliver advertisers such a targeted medium, and to be involved in this media first,” says Simon Leslie, CEO of Ink.

During the first auction the companies will sell 2 million ad spaces on boarding tickets. AdEx will be managing the very process of bidding while Ink and the involved airline will decide on the winners.

“This is a giant step for us as it bridges travel media, advertising and blockchain to offer advertisers even more opportunities for reaching their desired target audiences,” says Ivo Georgiev, CEO of AdEx Network.

According to him, such companies as eToro and Propy have already expressed their desire to bid for the ad places in the forthcoming auction.

The exact results and further details of the auction will be published next week.

AdEx has already partnered with several prominent cryptocurrency-related companies. After their partnership with digital assets platform NEO was announced this August, the price of the platform’s native token ADX skyrocketed to almost $2 from $0.35 in just a few days. Currently ADX is traded at around $1.