Podcast Summary
The podcast delves into the intricacies of Web3 advertising markets, focusing on the challenges and opportunities in this emerging space. The guest, an expert in the field, discusses the role of onboarding platforms, tracking, and the future of Cost Per Mille (CPM) in crypto advertising. The conversation also touches upon the potential for targeted ads and the importance of data analytics in understanding user behavior.
Key Takeaways
Web3 Advertising Challenges and Opportunities
- Emerging Landscape: Web3 advertising is still in its nascent stage, offering both challenges and opportunities for marketers.
- Role of Onboarding Platforms: Onboarding platforms like wallets could serve as the top of the funnel in user acquisition, providing valuable data for targeted advertising.
- Importance of Tracking: Accurate tracking mechanisms are crucial for understanding user behavior and optimizing advertising strategies.
Future of CPM in Crypto Advertising
- CPM Dynamics: The Cost Per Mille (CPM) in crypto advertising could either increase due to demand from non-crypto companies or decrease as the market scales.
- Value of Data: Rich blockchain data can be used for more precise targeting, potentially increasing the CPM.
- Need for Measurement: Proper measurement tools can provide a reality check on the actual value delivered by advertising, affecting CPM rates.
Role of Data Analytics
- Data-Driven Decisions: Data analytics tools can provide insights into user behavior, helping advertisers make informed decisions.
- Attribution Models: Understanding the source of user acquisition is crucial for optimizing advertising spend.
- Impact Measurement: Analytics can measure the impact of advertising on user actions, providing a basis for performance-based advertising models.
Targeted Advertising in Web3
- Personalization: Blockchain data can be used to personalize ads, increasing engagement and conversion rates.
- Wallet-Based Targeting: Wallets can serve as a rich source of user data, enabling highly targeted advertising.
- Non-Chain Cookies: Innovative solutions like NFT-based tracking could serve as an alternative to traditional cookies.
Monetization Strategies for Publishers
- Revenue Sharing: Publishers could engage in revenue-sharing models with decentralized exchanges and other platforms.
- Rate Cards: Some crypto media may be overcharging based on their rate cards, and proper measurement could bring more realistic pricing.
- Ad Formats: Different ad formats, including visual and audio, offer varied monetization opportunities.
Sentiment Analysis
- Bullish: The podcast generally portrays a bullish sentiment towards the future of Web3 advertising, emphasizing the untapped opportunities in this space.
- Bearish: There are concerns about the lack of proper tracking and measurement tools, which could hinder growth.
- Neutral: The discussion also maintains a neutral stance, acknowledging that the Web3 advertising landscape is still evolving and subject to market dynamics.
