Question

Is their other incentive to hold the ADS tokens, perhaps a discount for Advertisers if they hold ADS?

Answer 1

All holders of $ADS tokens are rewarded for staking their tokens. Publishers and advertisers that hold $ADS tokens can use tokens to gain discounts for accessing the network and any fees they might incur. If they choose to, they could even loan out their $ADS tokens if their demand drops, allowing all users of the Alkimi exchange to generate rewards even during times of lower demand.