Web3's Targeting Advantage: Onchain Behavioral Data
How onchain data enables precise behavioral targeting
Web3 takes behavioral targeting in a different direction than web2. Instead of inferring intent from views, likes, and clicks, it introduces transparent behavioral data derived from onchain activity.
- Protocol usage: Wallets that have interacted with specific DeFi protocols
- Transaction patterns: Frequency, volume, or complexity of onchain activity
- Asset holdings: NFT collections, token portfolios, or stablecoin balances
- Onchain age: New wallets versus established participants
- Activity recency: Recently active wallets versus long-dormant ones
- Cross-protocol behavior: Wallets that bridge, stake, or provide liquidity across multiple chains
This represents a shift from inferred interest to verifiable behavior. Instead of targeting "people interested in finance," campaigns can target wallets that have, for example, provided liquidity on Uniswap in the past 30 days.
However, this precision comes with constraints. Onchain behavior is wallet-level, not user-level, and multiple wallets can belong to the same person. The data is verifiable, but making it actionable requires clear rules around eligibility, identity resolution, and deduplication.