Advertisers
Web3 projects and companies that purchase advertising to promote their products and services
Traditional Background
Traditional advertisers ranged from small local businesses to multinational corporations, all seeking to reach potential customers through paid media. The advertiser-publisher relationship formed the foundation of the modern media economy.
Web3 Evolution
Web3 advertisers are typically DeFi protocols, NFT projects, dApps, and blockchain infrastructure companies seeking to acquire users and grow their ecosystems. They face unique challenges including regulatory uncertainty, security-conscious audiences, and limited quality advertising platform options that avoid memecoin gambling ads.
Unique Challenges
Web3 advertisers must navigate complex compliance requirements including smart contract audit requirements, security-conscious users who avoid clicking links, and a limited ecosystem of quality advertising platforms. They also need to focus on on-chain metrics like CAC and ROI rather than traditional vanity metrics.
Success Factors
The most successful web3 advertisers focus on performance-based campaigns with clear ROI metrics using CPTx, target users based on behavioral onchain targeting, and advertise on quality platforms that don't associate them with gambling or memecoin projects through positive sum approaches.