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The AppCoins network is an open and distributed protocol built on the Ethereum blockchain. It aims to mitigate the current inherent deficiencies of app stores. By marrying blockchain technology with app store technology, app advertising, in-app billing and app-approval can be drastically improved and sped up through disintermediation and redistributing the unlocked value to end-users and developers. AppCoin ERC20 token will be used by the developers to advertise their Apps to the users. From every advertising investment inside the app store, 85% goes to the user. The user has to use those coins to buy items (in-app purchase) inside the apps and games, generating the return of the investment to the developers. In parallel, the Advertising and IAB transactions are used to establish the reputation of the developer.