A conversation with Tomer Sharoni, CEO of Addressable
Web3 is changing digital payments by enabling secure, efficient global transactions and easy ownership of digital assets. However, user behavior often becomes fragmented across different platforms. Addressable tackles this issue by integrating on-chain data with off-chain activities, like social media and website interactions. We’ve developed a comprehensive user directory linking web3 and web2 data. This integration helps businesses gain insights into user behavior across digital platforms, allowing them to understand and reach relevant audiences more effectively.
- How does Addressable remedy the lack of visibility of web3 user behavior?
Web3 is changing digital payments by enabling secure, efficient global transactions and easy ownership of digital assets. However, user behavior often becomes fragmented across different platforms. Addressable tackles this issue by integrating on-chain data with off-chain activities, like social media and website interactions. We’ve developed a comprehensive user directory linking web3 and web2 data. This integration helps businesses gain insights into user behavior across digital platforms, allowing them to understand and reach relevant audiences more effectively.
Unlike traditional marketing, which relies on metrics like page views and social activity, Addressable uses blockchain monetization data linked to social data. This approach helps monitor existing users and identify potential new users while maintaining privacy.
- How does Addressable address its users’ data privacy concerns?
Addressable places a strong emphasis on user privacy, building a marketing product that maintains complete anonymity. In 2024, privacy is crucial for users, businesses, and regulators. We create our user directory using anonymous IDs from various blockchain and advertising networks. In web3, we utilize wallet IDs without identifiers, while in ad networks, we use anonymous ad IDs. This results in anonymous user graphs, allowing businesses to analyze and target users without compromising privacy.
Regarding regulatory compliance, Addressable adheres to high standards, being GDPR-compliant and following strict ad network guidelines like those from X, Reddit, and Telegram, often stricter than GDPR itself.
- What role does AI and machine learning play in Addressable’s Attribution platform?
AI, particularly through large language models (LLMs), plays a significant role in Addressable’s Attribution platform. We use AI for automatic classification of blockchain activities, identifying contract types, and linking businesses to their social accounts and websites. Leveraging LLMs from providers like OpenAI and Google, we build a comprehensive business directory without manual input, enabling connections across networks like linking wallet and Twitter graphs, essential for our user and business directories.
AI is also crucial in marketing, creating personalized content and calls to action tailored to specific audiences and channels.
- What are some of the key metrics that demonstrate the effectiveness of your targeting solutions?
We focus on precise measurement of marketing effectiveness through monetary metrics, tracking cost-related and result-related metrics like cost per click, cost per action, cost per on-chain deposit, and total return on ad spend (ROAS) per campaign or channel. We also measure custom events such as cost per successful signup or user engagement, like playing a game for over ten minutes.
Our tools, including our pixel, SDK, and web3 analytics, provide detailed insights into the return on investment for marketing activities. This helps customers assess the monetary impact of campaigns, PR, and key opinion leader engagements, moving beyond traditional metrics like followers or website visitors.
- How does Addressable collaborate with clients during the implementation of targeting solutions?
Addressable offers premium support through our customer success team, comprising experienced PPC marketers and campaign managers. We collaborate with clients to optimize strategies, ensuring effective platform usage and appropriate approaches for successful campaigns.
Our support extends beyond product usage, providing expert guidance to maximize campaign outcomes and help clients achieve business goals.
- How do you foresee the landscape of digital marketing evolving, and what steps is Addressable taking to stay relevant?
Digital marketing methods are constantly changing as users engage with a broader range of platforms, including emerging social networks and messaging apps like Telegram, TikTok, X, and Reddit. Marketers now require expertise across multiple platforms, beyond Facebook and Google, to reach audiences effectively.
Web3 is expanding into sectors like finance, gaming, and real estate. As web3 transactions grow in these industries, Addressable aims to harness this data to enhance targeting and campaign effectiveness. We support new advertising channels, ensuring our technology remains adaptable and scalable.
Addressable connects digital marketing channels with new payment and monetization options, providing businesses insights into transaction data. This helps optimize marketing strategies and maximize return on investment. By bridging communication and monetization, Addressable enables businesses to make informed marketing decisions for the greatest impact.
- How can we onboard the next generation of users into web3?
To onboard the next generation into web3, we need to emphasize its practical benefits and new use cases. People are drawn to technologies that improve their lives. Web3 should provide solutions that are more convenient and accessible than existing options.
Web3 simplifies domains like payments, finance, and gaming, enabling seamless cross-border payments, easier investments, and trading digital assets in games. As new verticals like decentralized AI and data monetization emerge, web3 will offer compelling reasons for adoption.