Publishers
Websites, apps, and platforms that display advertisements and share revenue with advertising networks
Traditional Background
Publishers have always been the content creators and platform operators who monetize their audiences through advertising. From newspapers to websites to mobile apps, publishers provide the inventory that makes advertising possible.
Web3 Evolution
Web3 publishers face a critical choice between quantity and quality in advertising partnerships. Low-quality networks that promote memecoin gambling ads offer minimal payouts and damage publisher reputation, while high-quality web3-native networks provide higher payouts and more strategic, user-friendly advertisements through native ads.
Payout Disparity
Wide-reaching web2-style networks typically pay the least and hurt publisher reputations most, while higher-quality web3-native networks often have substantially higher payouts and more relevant ads that users actually appreciate. Networks with open onboarding and smart contract audit requirements typically offer better terms.
Strategic Value
Quality publishers have significant leverage in the web3 advertising ecosystem because reaching crypto-native audiences is challenging. Publishers should prioritize networks that respect their audience and pay fairly, particularly those supporting positive sum approaches and onchain verifiability.