The rise of blockchain technologies and cryptocurrencies has introduced unprecedented amounts of public data on user transactions and interactions. This on-chain activity data provides valuable insights that can boost Web3 advertising performance.
Traditional online ads have often relied on cookies and user profiling based on browsing behavior. However, in the decentralized world of WEB3, a new goldmine of first-party data is available — the blockchain itself. Every transaction, token transfer, NFT purchase, and smart contract interaction is recorded publicly on ledgers like Ethereum.
Marketers can gain a holistic view of individual user interests, priorities, and communities by analyzing on-chain wallet addresses and transaction histories. They can identify top token holders, active protocol users, NFT collectors, and more. Segmenting audiences based on their on-chain persona allows for creating extremely niche, relevant buyer profiles.
Some key ways on-chain activity data can drive targeted WEB3 ads:
Target NFT/DeFi Enthusiasts — Analyze wallets holding specific NFT collections or yield farming certain protocols. Serve ads for relevant projects.
Re-Engage Inactive Users — Identify wallets that were previously active in an ecosystem but have gone dormant. Target them with re-engagement campaigns.
Geo-Target Communities — Cross-reference wallet locations from KYC with transactions to build local profiles. Market region-specific offerings.
Retarget Traded Assets — Serve ads for complementary products to wallets that acquired trending assets.
Personalize Based on Interactions — Understand user interests by analyzing engagement with DApps, social profiles, etc.
Want to start leveraging what you just learned?
Here are a few apps or platforms that will help or even do the work for you:
- Blaze — a customer engagement platform that uses AI-powered automation to help companies and agencies efficiently grow, engage and retain web3 users.
- Anthropic — Develops AI advertising solutions that match ads to attributes of crypto wallet addresses derived from on-chain activity. Their products analyze decentralized data.
- Token Data — TokenData is an API and analytics platform that provides insights into token flows and holder behaviors across multiple blockchains. Their data feeds can power targeted promotion.
- Dune Analytics — An open-source analytics platform for querying blockchain data and building cohorts based on attributes. Users can build audiences and activate them on advertising platforms.
- Nansen — Nansen’s insight engine tracks addresses, transactions, and entities on Ethereum, Polygon, and other chains. Their API enables inquiring wallet behaviors for campaign targeting.
With proper data segmentation and permission-based profiling, on-chain data perfectly complements traditional digital marketing strategies to deliver ultra-relevant ads in the open and transparent world of WEB3. This moves digital advertising one step closer to a truly personalized future.
If you’re looking to kickstart your project or simply find yourself short on time, feel free to reach out to us. You can schedule a 30-minute call for assistance.
