11/23/2023 0 Comments Web3 stack![]() Together though, the combined Addressable/Spindl product will be the first truly usable user-acquisition platform in Web 3: create your audience, find them online, measure their performance, and reward them natively on-chain….all in one unified experience. Likewise, builders who want on-chain measurement and rewards without the audience and ads part, you can use Spindl as it is today. If advertisers want to use Addressable’s audience segmentation and ads-buying tools without on-chain attribution from Spindl, they’re absolutely free to do so. We also have the only referral and user rewards product that runs on complex user incentives like staking for set time periods, buying and holding NFTs, or really any goal you can think of.īoth companies will still be run and staffed independently: this is a product merger not a corporate one. How do you figure out which is contributing to new user growth and/or existing user engagement? The technology that decides all that is called ‘attribution’ and Spindl has about the only functional version of it in Web 3. ![]() Spindl solves the complimentary problem to Addressable: once you bring in users from an Addressable campaign (or any online channel), how well are they monetizing and how long are they sticking around? Also, where’d they come from? Already, Web 3 is a multi-channel world where developers run a Twitter thread alongside a Discord campaign alongside a referral program. Web 3 has the ability and incentive to create a vastly more fair, transparent, and open system of user growth than ever existed in Web 2 The need for creators or developers to attract users never goes away it only changes into better or worse forms. ![]() Rather than having Facebook or Google sitting in the middle and extracting much of the value, the decentralized Web and its clever consensus mechanisms will push the value to the edges, to users and creators and independent app developers. Ads, previously annoying squares of distracting content co-appearing with real content, would assume novel forms like NFT mints, airdropped rewards, app discovery inside wallets, or just the very decentralized chatter of high-follower influencers. Rather than attribution platforms like Branch or AppsFlyer ingesting or disgorging billions of events a day from countless apps and publishers-an enormously wasteful burden-everyone would use a blockchain as the common reference database. While the functional boxes might be labeled the same as before (‘attribution’ and ’ad network’) their actual implementation would vary radically from the Web 2 world. ![]() Tunguz’s thesis (and Addressable’s and Spindl’s) is that a similar stack will soon take shape in the blockchain-centric world of Web 3. The Tunguz map of Web 3 marketing (we’d suggest a couple edits). The learnings from that user voyage-who likes our product? how much does it cost to acquire them? where are they spending time?-are then fed into another turn of the user-acquisition crank, creating a never-ending flywheel that props up the value of trillion-dollar companies like Google and Facebook. Users and human attention make their way (or are nudged) across this network, being progressively transmuted into revenue and engagement inside products and applications. ![]() Topologically though, the interoperating technologies that made web 2 marketing into a billion-dollar machine resembles more of a network of functional boxes. ‘Stack’ here is being used in the technical sense of vertically-integrated layers of technology that interoperate to create a complex system the TCP/IP stack that the Internet runs on is a good example. Almost exactly a year ago, venture capitalist Tom Tunguz published a prescient blog post where he predicted that the next big development in Web 3 would be the birth and development of a native marketing stack. ![]()
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