Key Problems in Traditional Advertising
- High Costs for Developers: Companies must pay significant sums to reach their audience. Without payment, access is limited.
- Spam-like Ads: Many advertisements fail to match user interests, leading to wasted efforts for both advertisers and viewers.
- Lack of Value for Users: Traditional platforms offer minimal benefits, even though users spend significant time and energy.
How Web3 Protocols Are Solving These Issues
Tokenized Rewards and Data Ownership
Web3 protocols focus on delivering value to users. For example, Layer3 co-founder Brandon Kumar explains that traditional ads don’t reward users adequately for their time. Web3 platforms address this by:
- Offering rewards through tokens.
- Using user data for targeted incentives.
- Helping users discover valuable apps and products.
Kumar emphasizes targeting users likely to contribute positively to the ecosystem, which helps prevent wasteful spending on uninterested participants.
Improved User Targeting
Instead of relying on ineffective airdrops, platforms like Intract use targeted incentive distribution. This involves analyzing:
- Onchain Data: Tracks user activity and transactions to find engaged participants.
- Offchain Social Data: Assesses reputation to identify high-quality users.
Intract also offers tools like “proof of humanity” to reduce bot activity. Verification methods vary from simple Google account linking to stricter standards like verified crypto exchange accounts.
Video Games as a New Advertising Platform
Video games may emerge as a powerful alternative to traditional advertising. Jonathan Bozanquet, co-founder of Playa3ull Games, envisions video games disrupting the ad industry by bypassing social media and search engines.
Key Features of Playa3ull’s Approach:
- Unified Token Economy: The 3ULL token is used across 30 upcoming Web3 games, increasing its utility.
- Future Advertising Plans: The project plans to attract advertisers by late 2025, reinvesting revenue to grow its user base.
Bozanquet sees video games as a way to deliver engaging, non-intrusive advertisements, creating a win-win for players and advertisers.
Comparison: Traditional Ads vs. Web3 Protocols
|
Aspect |
Traditional Ads |
Web3 Protocols |
|
User Rewards |
Minimal or none |
Tokens and personalized incentives |
|
Data Usage |
Limited to platform-controlled data |
Onchain and offchain user data |
|
Ad Relevance |
Often irrelevant or spam-like |
Targeted based on user behavior |
|
Cost Efficiency |
High cost, low ROI for developers |
Focused on high-quality users |
The Future of Digital Advertising
Web3 protocols are pushing for change in a monopolized industry. By offering users ownership, rewards, and relevance, they aim to create an ecosystem that benefits all stakeholders. Video games, tokenized incentives, and targeted engagement may redefine how products are marketed, challenging the dominance of traditional platforms.
