Tackling Web3's Most Significant Marketing Obstacle Through AI Insights

How can you effectively reach an audience that prioritizes privacy and discretion? In the realm of Web3, conventional marketing strategies often fall short; however, there is a growing belief that AI and on-chain data provide effective solutions to this dilemma. Asaf Nadler , Co-Founder & COO of Addressable.io In this discussion, Asaf elaborates on how his extensive background in cybersecurity, data science, and cryptography has brought him to Web3, where he's at the forefront of a wallet-based marketing revolution. He shares insights on how Addressable.io is seamlessly merging blockchain anonymity with smart advertising strategies, transforming the way Web3 companies connect and interact with users while prioritizing privacy.

My journey in cybersecurity and data spans many years. I spent a decade in military intelligence and followed that with seven years at Akamai, a publicly traded tech firm, where I served as the Director of Data Science. I once envisioned a lifelong career in cybersecurity and data. But my encounter with a prominent cryptographer during my master's and PhD studies in 2016 changed my trajectory.

Can you share your journey into Web3? 

Together, we embarked on research in the blockchain domain, focusing on proofs concerning the wall, a different perspective on cryptographic principles that captivated me. I co-authored more than four influential papers on blockchain and waited patiently for the right moment to leap in. Three years ago, my co-authors and I decided to fuse my passion for blockchain technology with my expertise in data science and AI, giving birth to Addressable.

Can you elaborate on how Addressable’s platform combines on-chain data and AI to bolster user acquisition strategies for Web3?

The primary hurdle in acquiring users within Web3 revolves around the concept of anonymity. Businesses lack clarity on who their consumers are. Yet, the decentralization of Web3 reveals a unique benefit—open access to all blockchain data. This transparency empowers companies to monitor market trends and derive insights that are often unattainable in other sectors. By merging on-chain information with off-chain data and leveraging AI, Addressable identifies and targets valuable Web3 users, enhancing the precision and effectiveness of marketing efforts.

What advantages does Addressable’s platform provide for reaching wallet owners through social media?

For marketers and blockchain organizations, the biggest challenge stems from understanding their audience amidst the veil of anonymity. Addressable tackles this issue through intelligent audience segmentation, empowering companies to gain deeper insights into and effectively target their demographics. Our platform leads to decreased acquisition costs and optimizes operational efficiency, allowing marketing teams to execute campaigns seamlessly with just a few clicks.

What standout features does Addressable offer for AI-optimized campaigns in the Web3 landscape?

With my background in AI and data science interwoven into the fabric of Addressable, we deliver audience suggestions—if your goal is to connect with Uniswap users, our platform identifies similar profiles like those from SushiSwap. We also provide AI-enhanced insights that free marketers from the burden of manually sifting through vast data volumes. With one simple click, they can discover what strategies are succeeding and where improvements are needed. Moreover, we offer automated optimization for campaigns that continuously evaluates conversion metrics and reallocates budgets to maximize impact.

How do Web3 social media marketing and Web2 differ fundamentally?

There are two primary distinctions. The first involves anonymity—it's challenging to gain a complete understanding of the user in Web3. Secondly, unlike conventional products, tokens are the key focal point in Web3 promotions. When you spot a stylish pair of shoes on Instagram, the product is instantly recognizable for purchase.

Conversely, in Web3, one must delve into the utility of a token, which elongates the conversion process. Additionally, trust issues stemming from past industry controversies and poor user experiences complicate the marketing journey. Therefore, Web3 marketers must navigate the anonymity barrier, foster trustworthiness, and adapt to prolonged conversion paths.

Which notable Web3 brands utilize Addressable for customer acquisition, and what successes have they achieved?

We currently serve over a hundred active clients, including prominent brands such as Polygon, dYdX, and SKALE. Typically, our clients experience a noticeable reduction in customer acquisition costs by 30-50%. More significantly, we are establishing industry benchmarks, such as the cost per wallet—analyzing the expenses associated with acquiring users knowledgeable about cryptocurrency. Our data suggests costs may start from a few dollars for broader market campaigns and go up to about $10 for more valuable users, including liquidity providers in North America.

What common misunderstandings do Web3 firms have about wallet-focused marketing, and how does Addressable address them?

One frequent misconception is the belief that advertisements fail in Web3. We tackle this myth by presenting concrete data, publishing relevant case studies, and actively engaging in discussions about results across social media platforms. Rather than a simplistic dichotomy of 'ads either work or they don’t,' we offer a comprehensive perspective comparing paid marketing to key opinion leader activities, challenges, and public relations.

How is Addressable preparing for a future where an increasing number of blockchain transactions migrate toward privacy-oriented Layer 2 solutions?

Privacy is of paramount importance, something my background in cryptography has instilled in me. However, I believe that the widespread adoption of private blockchains may not occur as rapidly as anticipated, mainly due to regulatory hurdles. Achieving absolute privacy in blockchain raises legal questions that cannot be ignored. Even the internet took approximately 30 years to reach a state of comprehensive privacy. Nevertheless, we are exploring additional identifiers beyond blockchain data for effectively tracking and analyzing audience engagement.

What novel AI-driven features is Addressable developing to refine wallet targeting strategies?

A significant trend is the emergence of AI agents. Generation Z is growing in an environment influenced by AI, focusing more on strategic decision-making than on manual tasks. Our ambition is to enable marketing leaders to pose strategic inquiries, such as 'What aspects of my campaign are performing well?' or 'How would my results change if I modified my geotargeting?' We’re also incorporating predictive modeling to increase conversion rates, along with AI-enhanced creative optimization and real-time audience updates.

If Web3 wallets become as ubiquitous as email addresses, how will Addressable's marketing approach adapt?

Wallets are evolving to function more like backend identifiers, akin to mobile IDs and cookies, rather than merely serving as visible credentials. As wallets become crucial components of online identities, Addressable's significance will expand as the definitive source for integrating on-chain data with business intelligence and CRM systems.

What future advancements can users anticipate from Addressable to refine their Web3 marketing endeavors?

We are enhancing our integrations with a wider array of advertising networks, enabling companies to effectively engage crypto users wherever they engage online. We’re making analytics more accessible, simplifying cost-per-wallet tracking for organizations of all sizes. Furthermore, AI-powered marketing technologies will streamline complex tasks, allowing teams to concentrate on overarching strategies rather than getting mired in tactical execution.

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