Can Web3 marketing tools expand to Web2 applications?

A closer look at the digital landscape clearly reveals the rapid emergence of Web3 technologies, especially when it comes to the introduction of innovative marketing tools and strategies that have the potential to revolutionize not just the cryptocurrency and blockchain space but also traditional Web2 applications.

To this point, data shows that Web3’s penetration into the traditional marketing realm has increased sharply among younger generations — particularly Gen Z’ers and millennials — over the last couple of years, with both demographics being extremely receptive to the idea of adopting decentralized marketing platforms over traditional ones.

Among these advancements, Zero Knowledge proofs (ZKP) and data-driven targeting mechanisms have gained a lot of prominence, offering clients an unparalleled level of privacy and efficiency. AdEx, a platform at the forefront of this innovation, is a prime example of how Web3 marketing tools can transcend their original domain and offer significant benefits capable of revamping Web2 marketing frameworks.

The convergence of Web3 innovations in Web2 marketing

There’s no denying that ZKPs are a core technology associated with the Web3 sector since they offer clients a way to prove the veracity of a statement without revealing the underlying data. In fact, the technology’s increased application in marketing in recent months has allowed for effective ad targeting without siphoning of user information to third parties — an issue that has become extremely prevalent since the turn of the millennium.

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For instance, early last year, the Irish Data Protection Commission (DPC) fined Meta, the company behind Facebook and Instagram, over $410 million for illegally using personal data for ads. Moreover, by the first quarter of 2023, Meta faced fines totaling approximately $1.41 billion from the Irish regulator, with the DPC revealing that it was investigating an additional 11 cases involving Meta’s data protection breaches.

Similarly, in September 2022, South Korea’s privacy regulator imposed fines on Google and Meta, amounting to 69.2 billion won ($50 million) and 30.8 billion won ($22 million), respectively, for indulging in unethical practices deemed likely to seriously breach user privacy.

In this regard, AdEx’s Zero Knowledge targeting engine allows for the confidentiality of a customer’s information to be retained while maintaining effective ad targeting practices. It achieves this by eliminating the need to collect or store client data on a centralized storage system, thus automatically aligning with current and future privacy regulations.

Lastly, the integration of ZK proofs into Web2 applications is slowly but surely revolutionizing how businesses approach data privacy and targeted advertising. By keeping all of a user’s info on their personal device and conducting the ad-matching process in situ, advertisers can bolster trust as well as open up new avenues for themselves to reach a wider audiences in this privacy-focused era.

Merging the old and new

On a slightly technical note, it bears mentioning that AdEx’s transition from a decentralized ad network to a programmatic demand-side platform (DSP) — an automated ad buying platform where advertisers and agencies go to purchase digital ad inventory — serves as a strategic pivot towards leveraging highly data-driven targeting for Web3 advertisers.

However, the implications of this shift extend far beyond crypto audiences. For example, by focusing on advertisers and sourcing traffic through a real-time bidding system with supply-side platforms, AdEx is able to tap into the broader potential of traditional publishers, thus expanding its scope of use greatly.

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Additionally, this model of highly data-driven targeting, when applied to Web2 marketing, stands to offer businesses a competitive edge. To illustrate, the ability to connect with audiences through more personalized and relevant advertising — and without relying on invasive data collection practices — is a compelling value proposition. Moreover, the use of AdEx’s native token (ADX) for payments and rewards introduces a novel mechanism for engaging and incentivizing users, further enhancing the effectiveness of marketing campaigns.

New opportunities unleashed

As mentioned earlier, AdEx’s use of its native token, ADX, for facilitating payments and rewarding users not only reduces transaction fees but also fosters a more engaged and loyal audience by rewarding users for their attention and interaction with ads. For Web2 applications, incorporating similar token-based incentives could redefine their engagement levels and even potentially transform ads from a nuisance to a value-added proposition.

Moreover, by only charging a 4% commission for campaigns launched using ADX tokens — a stark contrast to the 20% – 45% fees common with other DSPs — AdEx presents a cost-efficient solution for advertisers. Additionally, the platform’s focus on allowing users to control their ad experiences addresses the growing demand for more respectful and transparent marketing practices.

Thus, looking ahead, the integration of ZKPs and token-based incentives into Web2 marketing tools could significantly improve the efficiency and effectiveness of advertising campaigns. These Web3-inspired innovations offer a path toward overcoming the limitations of current ad platforms, such as poor targeting accuracy and user privacy concerns, thereby setting a new standard for digital advertising.

Featured image credit: charlesdeluvio/Unsplash