Advertising and Web3

Web 3 will have ads too. It already does in fact, they’re called NFT or token drops (essentially, giveaways that exploit the ability to send to any wallet). Not only do we have ads, we have ads fraud. When Optimism, a Level 2 chain that tries to make transacting cheaper, announced their token drop, thousands of fake users signed up to ‘farm’ the dr... See more

Defined broadly, ‘ads’ are pieces of paid, targeted media meant to drive user behavior in a specific direction .... Web 3 marketing will be radically different in ways that are hard to imagine now (though we’ll try in a moment), which is why it’s key to get the attribution system right first. With the media cash register in place, the budding web 3... See more

The other argument for Web3, one that I think is a bit generous, but worth considering, is that Web3 solves a central problem with the way we’ve made money online for the last three decades: scale. In an internet determined by advertisers, everything must reach a level of scale that is both impossible to maintain, and possibly unhealthy for society... See more

To see what’s radically different between web1 and web3, consider the example of Brave Browser: advertisers pay the browser’s users to watch ads through Brave’s native token, with users making more than twice as much revenue as Brave itself. Users take the place of the traditional ad platform, even as they’re directly incentivized to share Brave it... See more

Let’s say Farcaster, or other Web 3 social media like it, wants to run ads for the free version of the product. Rather than going out and building an entire ads system (as Facebook and every other social media publisher had to), they can use the composability and permissionlessness of Web 3 to spin up monetization quickly. Assuming an attribution s... See more