On-chain data — The missing link in Web3 advertising

Companies aiming to reach Web3 users, developers, and traders have high hopes for using on-chain wallet data. However, realizing this potential relies heavily on the development of infrastructure that bridges the gap between these wallets and social media profiles.

During Paris Blockchain Week, I had the opportunity to chat with Asaf Nadler, the CTO of Addressable. He shared insights about a fresh collaboration between Addressable and AppsFlyer, a mobile analytics platform. This partnership aims to enhance marketing efforts for Web3 applications.

Nadler stated that the company aims to address the issue of attracting new users in the cryptocurrency market. Over the past two years, Nadler engaged in discussions with over 300 marketers, primarily focusing on identifying potential customers through monitoring on-blockchain actions.

Nadler noted that they were seeking individuals with expertise in trading, developing smart contracts for deployment on blockchains, collecting Non-Fungible Tokens (NFTs), and gaming in blockchain platforms.

Nadler personally showed CryptoMoon the capabilities of Addressable by demonstrating how users can refine and select wallets from various Ethereum Virtual Machine (EVM) chains for creating focused advertising campaigns, which is akin to applying filters based on demographics or location in traditional ad platforms.

Due to the fact that the majority of Web3 wallets have alphanumeric identities and don’t reveal personal information, traditional advertising platforms find it challenging to reach out to these wallet owners. Addressable, however, offers a solution by merging standard Web2 data with blockchain details, thus enabling accurate targeting of an emerging segment of the internet population.

“We’re connecting wallet owners to social profiles so companies can run targeted advertisement campaigns on Twitter [now X] and display ads to a group of wallets.”

The platform caters exclusively to the needs of Web3 businesses and their customers. While traditional ad platforms offer tailored audience targeting, Nadler noted that cryptocurrency offerings often fail to resonate with a mass audience on popular social media sites such as X or Facebook.

“The thing about crypto is most products aren’t a commodity. My mother wouldn’t understand most crypto products. So a tweet on X just flies by anybody who is not native and doesn’t understand that.”

Seven Ethereum EVM chains, such as BNB, Polygon, Arbitrum, Optimism, and Avalanche, are presently compatible with Addressable.

Nadler explained, “By gathering data for creating wallet profiles, we can connect this information with real-world data, making them ready for targeted marketing.”

With AppsFlyer’s integration into Addressable, clients gain additional functionality for their targeted advertising system. They now have access to data from mobile platforms in the Web3 realm, enabling them to precisely target users of those specific applications.

Nadler explained that the integration allows mobile advertisers to share data between platforms, resulting in more benefits for them beyond just a rise in app downloads.

“They can optimize for what drives the wheels into their protocol, what drives people that are spending more crypto on their wallets, on their apps, on their games. It’s an industry milestone.”

AppsFlyer is a mobile marketing tool that caters specifically to businesses like TikTok, Disney, Binance, and Crypto.com. Its primary goal is to enhance the effectiveness of mobile app marketing campaigns by providing intricate attribution data. Through this collaboration, Addressable will be able to expand its reach to a substantial number of Web3 mobile applications.

2024-04-17 17:24

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