Podcast Summary
In this podcast, Antonio Garcia Martinez, founder of Spindl and adtech expert, discusses the evolution of advertising from web 2.0 to web 3.0. He emphasizes the importance of onchain attribution, targeting, and analytics in the crypto space. Antonio also shares his insights on the potential of web 3.0 to create a more effective advertising ecosystem by integrating various components like DEXs, aggregators, and crypto publishers. He further explores the role of AI in advertising and the need for a user-centric approach in web 3.0.
Key Takeaways
Evolution of Advertising: Web 2.0 to Web 3.0
- Web 2.0 Advertising: Antonio shares his experience working at Facebook during the early days of Facebook ads, which had low CPMs. He explains that web 2.0 advertising was relatively untargeted, and businesses relied on external data sources to enhance targeting capabilities.
- Web 3.0 Advertising: In contrast, web 3.0 allows for more accurate targeting and attribution. Antonio mentions that web 3.0 has higher lifetime values (LTVs), allowing for higher customer acquisition costs (CAC). He also discusses the potential of web 3.0 to create a more effective advertising ecosystem by integrating various components.
Role of Spindl in Web 3.0 Advertising
- Spindl’s Mission: Antonio introduces Spindl as a company that aims to turn blockchain data into actionable insights for marketers. Spindl focuses on combining web 2.0 data with blockchain data to provide a comprehensive view of user behavior and value.
- Importance of Attribution: Antonio emphasizes the importance of attribution in marketing. Without proper attribution, businesses are “flying blind” and unable to make informed decisions about their marketing strategies. Spindl aims to provide better measurement and insights for web 3.0 marketing efforts.
Challenges and Opportunities in Web 3.0 Advertising
- Challenges: Antonio discusses the limitations of current measurement tools in web 3.0, particularly in terms of attribution and analytics. He also mentions the difficulty in finding effective marketing channels for decentralized finance (DeFi) and other web 3.0 products.
- Opportunities: Antonio highlights the advantages of on-chain payments and transparent attribution in web 3.0. He also suggests that wallets could become interesting publishers in web 3.0, and discusses the potential of AI in dynamic advertising.
Future of Advertising in Web 3.0
- AI and Crypto: Antonio believes that AI and crypto could collide in some way, potentially encoding digital rights on the blockchain and creating a mutually beneficial relationship. He mentions a generative AI startup that can auto-generate ads based on specific criteria.
- User Experience: Antonio suggests that web 3.0 startups should consider the average user and build products that provide a seamless and engaging experience, rather than focusing solely on technical aspects.
Advertising Truths and Predictions
- Eternal Truth of Advertising: Antonio highlights the eternal truth of advertising, where a significant portion of ad spend is still wasted, but human attention will always have value.
- Future Predictions: Antonio predicts that the state of adtech in five years will be stagnant in web 2.0, with some advancements in areas like on-device ad matching and podcast ad attribution. He also sees potential for web 3.0 to take off in the gaming industry.
Sentiment Analysis
- Bullish: Antonio expresses a bullish sentiment towards the potential of web 3.0 in advertising. He believes that web 3.0 allows for more accurate targeting and attribution, and sees potential for advancements in new media, such as VR advertising and gaming. He also sees potential in the integration of AI and crypto in advertising.
- Bearish: Despite his optimism, Antonio acknowledges the challenges in web 3.0 advertising, particularly in terms of attribution and analytics. He also mentions the difficulty in finding effective marketing channels for decentralized finance (DeFi) and other web 3.0 products.
- Neutral: Antonio maintains a neutral stance on the future of adtech, predicting stagnation in web 2.0 but potential advancements in web 3.0. He also acknowledges the eternal truth of advertising, where a significant portion of ad spend is still wasted, but human attention will always have value.
