Token-Gated Advertising
Targeting campaigns to users who hold specific tokens or NFTs
Traditional Background
Traditional advertising had no equivalent - there was no way to verify ownership of specific assets or memberships for targeting purposes without explicit user data sharing.
Web3 Evolution
Token-gated targeting enables campaigns specifically for holders of certain tokens, NFTs, or protocol positions. This creates hyper-relevant advertising opportunities through behavioral onchain targeting - targeting DAO members, NFT community holders, or users with specific DeFi positions.
Use Cases
A new NFT project might target holders of similar collections, a DeFi protocol could target governance token holders of competitors via competitor conquest campaigns, or a gaming platform might target players of related blockchain games. The possibilities are endless for sophisticated DeFi marketing.
Implementation
Implemented through on-chain data analysis - advertising platforms scan for specific token holdings and build targetable audiences. The quality of targeting depends on the platform's data infrastructure and cross chain attribution capabilities.
Privacy Considerations
Unlike traditional advertising where users must opt-in to share data, token holdings are publicly visible on-chain. This enables targeting without privacy invasion through onchain verifiability, as users have already chosen to make this information public through their blockchain activities.