On-chain wallet data emerges as a potential game-changer for enterprises seeking to engage with Web3 users, developers, and traders. However, its effectiveness relies heavily on the infrastructure linking wallets to social media profiles.
During Paris Blockchain Week, Cointelegraph engaged in a conversation with Asaf Nadler, the Chief Technology Officer at Addressable, who delved into the intricacies of a fresh collaboration with mobile analytics platform AppsFlyer. Their aim is to enhance marketing endeavors for Web3 applications.
Nadler articulated the company’s commitment to tackling user acquisition hurdles within the cryptocurrency realm. Drawing insights from discussions with over 300 marketers spanning two years, the focus revolves around accessing a target demographic based on on-chain activities.
Addressable’s platform empowers advertisers to pinpoint specific Web3 wallets across various EVM chains. Nadler provided Cointelegraph with a firsthand demonstration of the Addressable platform, showcasing how users can filter and target wallets from diverse Ethereum Virtual Machine (EVM) chains to construct tailored advertising campaigns. This process mirrors the familiar approach of applying filters like gender, age, and geographical location in conventional advertising platforms.
Given that most Web3 wallets remain alphanumeric and anonymous, conventional advertising platforms often struggle to target wallet owners. Addressable’s infrastructure bridges this gap by amalgamating traditional Web2 data with blockchain insights to reach a niche yet burgeoning sector of the internet.
The platform is expressly designed to cater to Web3 entities and clientele. While conventional advertising platforms offer customizable targeting, Nadler pointed out that cryptocurrency-related products and services typically lack relevance to a broad audience on mainstream social media platforms.
Presently, Addressable supports seven distinct Ethereum EVM chains, including BNB, Polygon, Arbitrum, Optimism, and Avalanche. Nadler emphasized the significance of their ability to gather data for constructing wallet profiles and linking them to real-world data for effective targeting.
The integration with AppsFlyer further enhances Addressable’s utility for targeted advertising. Clients can leverage data from Web3 mobile platforms to engage with users of these applications more effectively.
AppsFlyer, a renowned mobile marketing tool utilized by TikTok, Disney, Binance, and Crypto.com, focuses on optimizing mobile app marketing campaigns through detailed attribution data. This partnership is poised to extend Addressable’s reach to a substantial portion of Web3 mobile applications.