On-chain wallet data has the potential to revolutionize the way companies target Web3 users, developers, and traders. However, the success of this relies on the infrastructure that connects wallets to social media profiles.
During Paris Blockchain Week, Cointelegraph had the opportunity to speak with Asaf Nadler, the chief technology officer of Addressable. Nadler revealed details of a new partnership with mobile analytics platform AppsFlyer, which aims to enhance marketing campaigns for Web3 applications.
Addressable’s main goal is to address the challenges of user acquisition in the cryptocurrency ecosystem. Nadler shared that through conversations with over 300 marketers in the past two years, the focus has been on reaching the target audience based on their on-chain activity.
“They’re looking for traders, developers deploying smart contracts on blockchains, NFT collectors, and gamers playing blockchain games,” Nadler explained.
Nadler provided Cointelegraph with a live demonstration of the Addressable platform, showcasing how users can filter and target wallets from different Ethereum Virtual Machine (EVM) chains to create tailored advertising campaigns. This process is similar to adding filters such as gender, age, and location in traditional advertising platforms.
One of the main challenges in targeting Web3 wallet owners is the fact that most wallets are alphanumeric and anonymous. Conventional advertising platforms struggle to reach these users. Addressable’s solution combines traditional Web2 data with blockchain information, enabling targeted advertising to a niche but rapidly expanding sector of the internet.
The platform is specifically designed to serve Web3 companies and clients. While traditional advertising platforms offer customizable targeting, Nadler pointed out that cryptocurrency-related products and services are typically not relevant to the broader audience on social media platforms like X or Facebook.
Addressable currently supports seven different Ethereum EVM chains, including BNB, Polygon, Arbitrum, Optimism, and Avalanche.
“The key is that we’re able to collect the data to build wallet profiles and associate them with real-world data so that they’re targetable,” Nadler emphasized.
The integration of Addressable with AppsFlyer adds even more value to the targeted advertising platform. Clients can now access data from Web3 mobile platforms and target users of these mobile applications.
Nadler highlighted that the integration includes data sharing from Addressable’s platform, providing mobile advertisers with more than just an increase in application downloads.
AppsFlyer is a leading mobile marketing tool used by major companies such as TikTok, Disney, Binance, and Crypto.com. Its aim is to optimize mobile app marketing campaigns through detailed attribution data. This partnership is expected to enable Addressable to reach a significant portion of Web3 mobile applications.
In other news, a recent study revealed that 1 in 6 new Base meme coins are scams, and 91% of them have vulnerabilities.