The Web3 Industry Is Growing Up
How the industry is maturing and why the timing is right for performance marketing
After years of experimentation, projects are coming to an important realization: not everything needs to be reinvented. Some problems have already been solved, and others are now constrained by the same operational realities that shaped earlier industries.
What's changing is not ambition, but expectation.
Marketing is increasingly expected to support ongoing products, justify spend, and contribute to sustainable revenue rather than singular moments of attention.
The infrastructure is also more capable than it once was.
Onchain data provides a transparent, immutable record of actions, and teams are no longer entirely dependent on degrading cookie-based systems. At the same time, the industry is moving toward institutional service offerings and sustainable revenue models.
Not because onchain data automatically solves measurement, but because it makes certain outcomes observable in ways that were previously impractical.
Emily Lai
CMO, hype
One of the few marketers in web3 who has web2 performance marketing experience. Her insights on the shift toward performance marketing in web3 highlights how the industry is evolving from brand-first to results-driven approaches.
Read Article →
This course will show you how to apply proven performance marketing principles to web3, taking advantage of what makes onchain tracking superior while avoiding the mistakes that wasted billions in web2 advertising spend.
Why accountability models built for web2 fail under web3 conditions — and what that means when you are responsible for outcomes rather than attention.