The Missing Link: On-Chain Data in Web3 Advertising
In order to target users, developers, and traders in the Web3 space, companies are relying on on-chain wallet data. The success of these marketing campaigns depends on the infrastructure that connects wallets to social media profiles. Addressable, a blockchain analytics platform, has partnered with mobile analytics platform AppsFlyer to enhance marketing efforts for Web3 applications. Asaf Naddler, CTO of Addressable, explained that the company aims to address the challenges of user acquisition in the cryptocurrency ecosystem. Their conversations with over 300 marketers have revolved around reaching specific audiences based on on-chain activity, such as traders, smart contract developers, NFT collectors, and gamers.
Naddler provided a demo of the Addressable platform, which demonstrated how users could filter and target wallets from different Ethereum Virtual Machine (EVM) chains to create focused advertising campaigns. This process is similar to adding filters like gender, age, and location in conventional advertising platforms. Conventional platforms struggle to target wallet owners due to the alphanumeric and anonymous nature of most Web3 wallets. Addressable bridges this gap by combining traditional Web2 information with blockchain data, connecting wallet owners to their social profiles for more effective targeting on platforms like Twitter.
Addressable primarily serves Web3 companies and clients since conventional advertising platforms are not always relevant to the niche audience interested in cryptocurrency-related products and services. Naddler noted that most crypto products are not easily understood by the general public, making broad social media advertising ineffective. Currently, Addressable supports seven different Ethereum EVM chains, including BNB, Polygon, Arbitrum, Optimism, and Avalanche. The platform collects data to create wallet profiles, associating them with real-world information to enable targeting.
The partnership between Addressable and AppsFlyer brings additional utility to the targeted advertising platform. Clients can leverage data from Web3 mobile platforms and specifically target users of these mobile applications. This integration allows mobile advertisers to optimize their campaigns based on what drives users to spend more crypto on their wallets, apps, and games. It is considered a significant milestone in the industry. AppsFlyer is a renowned mobile marketing tool trusted by popular brands like TikTok, Disney, Binance, and Crypto.com. With this collaboration, Addressable aims to reach a substantial portion of Web3 mobile applications.
9 thoughts on “The Missing Link: On-Chain Data in Web3 Advertising”
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I have no interest in being bombarded with ads every time I use my wallet. This is a turn-off for me.
This partnership seems like a way to exploit users’ wallets and manipulate them into spending more. Not cool. 😡
This feels like a betrayal of the principles of decentralization. The crypto space should be about freedom, not targeted advertising.
It’s disheartening to see the crypto industry becoming more focused on marketing tactics rather than innovation and development. 🙄
So now my wallet activity is being used to bombard me with ads? No thanks! This feels like a violation of my personal space.
I’m excited to see how this collaboration will benefit mobile advertisers. Being able to target users of Web3 mobile applications based on what drives them to spend more crypto is a game-changer!
The Addressable and AppsFlyer partnership is definitely a win-win situation for both companies and their clients. 🌟 I can see how this collaboration will reach a substantial portion of Web3 mobile applications. 💥
This is just another invasion of privacy! Companies shouldn’t be connecting my wallet to my social media profiles without my consent. 😡
I’m tired of these marketing campaigns trying to manipulate me based on my on-chain activity. It’s intrusive and annoying.