What's Better than a Cookie? A Wallet - How Crypto Will Revolutionize Marketing by @ttunguz

How will the web3 marketing stack evolve? In three steps:

First, marketers will seek user analytics to answer questions like: How many users use the product? How is the user base growing? Where do they originate? How active are they? What is their lifecycle?

Marketers will classify users by behavior. How many behavioral segments emerge in the user ba... 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

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

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