The utilization of on-chain wallet data has the potential to revolutionize the way companies engage with Web3 users, developers, and traders. However, the success of this strategy relies heavily on the existence of an infrastructure that connects wallets to social media profiles.
During Paris Blockchain Week, Cointelegraph had the opportunity to interview Asaf Nadler, the Chief Technology Officer of Addressable. Nadler revealed details about their recent partnership with mobile analytics platform AppsFlyer, which aims to enhance marketing campaigns for Web3 applications.
Addressable’s primary objective is to address the challenges associated with user acquisition in the cryptocurrency ecosystem. Through conversations with more than 300 marketers over the past two years, they have discovered the importance of reaching the target audience based on on-chain activity.
Nadler explained that these marketers are specifically looking for traders, developers who deploy smart contracts on blockchains, NFT collectors, and gamers who engage with blockchain games.
Nadler also provided Cointelegraph with a firsthand demonstration of the Addressable platform. He showcased how users can filter and target wallets from different Ethereum Virtual Machine (EVM) chains to create a customized advertising campaign. This process is similar to adding filters such as gender, age, and geographic location in traditional advertising platforms.
One of the main challenges in targeting wallet owners is the fact that most Web3 wallets are alphanumeric and anonymous. This makes it difficult for many advertising platforms to effectively reach this audience. Addressable’s infrastructure combines conventional Web2 information with blockchain data to overcome this obstacle and target the niche yet rapidly growing sector of the internet.
It’s important to note that Addressable’s platform is specifically designed for Web3 companies and clients. While conventional advertising platforms offer customizable targeting options, cryptocurrency-related products and services often lack relevance to a broader audience on social media platforms like X or Facebook.
Currently, Addressable supports seven different Ethereum EVM chains, including BNB, Polygon, Arbitrum, Optimism, and Avalanche. By collecting data to build wallet profiles and associating them with real-world data, Addressable enables precise targeting of these wallets.
The integration of Addressable with AppsFlyer further enhances the capabilities of the targeted advertising platform. Clients can leverage data from Web3 mobile platforms and effectively target users of these applications. This integration also facilitates data sharing, allowing mobile advertisers to gain additional value beyond simply increasing application downloads.
AppsFlyer is a specialized mobile marketing tool trusted by major companies such as TikTok, Disney, Binance, and Crypto.com. Its main objective is to optimize mobile app marketing campaigns through granular attribution data. The partnership between Addressable and AppsFlyer is expected to provide Addressable with access to a significant percentage of Web3 mobile applications.
In conclusion, on-chain wallet data combined with the right infrastructure has the potential to revolutionize marketing campaigns for Web3 applications. Addressable’s partnership with AppsFlyer ensures that Web3 companies and clients can effectively reach their target audience and maximize the impact of their advertising efforts.