Essential web3 advertising terminology

Web3 projects and companies that purchase advertising to promote their products and services

Methods to identify and filter out users who game reward systems without genuine product interest

Advanced targeting based on users' historical on-chain behavior and dApp usage patterns

Traditional targeting options like geography, device type, and operating system

The most basic form of advertising billing where advertisers pay per 1,000 impressions

Pricing model where advertisers pay only when users click on their advertisements

Performance-based pricing where advertisers pay only when users complete a specific action

Web3-native CPA model where advertisers pay only for actual on-chain transactions with their smart contracts

The total cost to acquire a new paying customer, the most important metric for evaluating marketing effectiveness

Traditional web tracking using browser cookies to identify and target users across sessions

Advanced targeting option allowing advertisers to upload custom lists of wallet addresses

Technology that tracks user conversions across multiple blockchain networks

The process of defining what constitutes a valuable transaction for cost-per-transaction advertising campaigns

Advanced advertising strategy targeting users of competing protocols to win market share

Systematic testing of different advertising creatives to maximize campaign performance in web3 contexts

Marketing strategies specific to decentralized finance protocols and products

Basic targeting based on wallet characteristics like balance, chains used, and general activity levels

Marketing strategies for Decentralized Autonomous Organizations, particularly challenging due to unclear conversion actions

The challenge of tracking conversions that happen long after initial ad exposure due to market conditions

Influencer marketing strategy popular in web3 but plagued by vanity metrics and compliance issues

Specialized targeting of users who provide liquidity to decentralized exchanges and DeFi protocols

Low-quality advertising category dominated by speculative tokens and gambling platforms

Advertisements designed to match the look and feel of surrounding content for better user experience

The ability to independently verify advertising campaign results using blockchain data

Advertising platforms that allow anyone to create accounts and explore without gatekeeping

Websites, apps, and platforms that display advertisements and share revenue with advertising networks

Advertising model where all participants benefit - advertisers, publishers, and users alike

Gamified advertising where users are paid to complete specific actions or tasks

The ultimate measure of advertising success - whether campaigns generate more revenue than they cost

Verification processes that quality advertising networks use to prevent promoting dangerous or fraudulent projects

Targeting campaigns to users who hold specific tokens or NFTs

Measuring advertising campaign impact on Total Value Locked in DeFi protocols

Advanced attribution measuring not just transaction count but total transaction volume from advertising campaigns

Attribution method that tracks conversions from users who saw ads but didn't click them

Technology that connects multiple wallet addresses to identify individual users across sessions