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Unlike Web2 marketing techniques, Web3 employs distinct approaches for customer targeting. Asaf Nadler, operating in the ad-tech sector with his company Addressable, indicated that their new retargeting service aims to enhance digital advertising strategies. This method specifically targets potential customers who are close to making a purchase but have not completed the transaction.
Innovative Targeting Strategy
The service analyzes user behaviors using on-chain data alongside information sourced from social media. While Web2 offers extensive access to personal data, tracking wallets in Web3 presents challenges. Addressable fills this gap by enabling companies to interpret potential customers’ data effectively.
The company collects and analyzes data to unveil user identities by comparing social media posts with on-chain transactions. Here, a user’s wallet can be partially matched with their social media interactions. However, it is stressed that customer information remains confidential, with advertisements targeted solely towards relevant audiences.
Web3 Targeting Process
Asaf Nadler stated that the service would help reduce customer acquisition costs, especially during challenging market conditions. He also highlighted the importance of companies maintaining communication with their communities, even when user interest wanes.
Addressable’s approach enables a focus on narrower, more defined target audiences rather than broad marketing activities. The solution aims to boost user engagement in fluctuating market conditions, enhancing overall effectiveness.
“During bear market periods, it is crucial to show your community that you value them.” – Asaf Nadler
The service demonstrates that while personal information is not directly disclosed, analyses yield data that allows advertisements to reach specific target audiences. This aims to help platforms operating in the cryptocurrency and digital asset space regain customer loyalty.
In addition to three years of experience, Addressable presents this new retargeting service as a solution that can optimize existing narrow user pools more effectively.
Observations indicate that existing advertising techniques are being adapted to the Web3 environment. Developed according to market dynamics, this service can be seen as a tool that encourages potential customers.
Disclaimer: The information contained in this article does not constitute investment advice. Investors should be aware that cryptocurrencies carry high volatility and therefore risk, and should conduct their own research.
