Cryptocurrency Ad Tech Store Creates 'Retargeting' Service to Attract Potential Customers

Cryptocurrency Ad Tech Store Develops 'Retargeting' Service to Attract Potential Customers

Addressable aims to bring Web2 marketing strategies into the Web3 ecosystem.

Danny Nelson | Edited by Sheldon Reback Updated April 3, 2025, 4:12 PM Published April 3, 2025, 3:40 PM

Key points:

• Addressable connects anonymous crypto wallets and online leads to better target leads.
• A “retargeting” service can improve the performance of Web3 marketers – especially as the bear market deepens.

Web2 marketers have long had methods for tracking and “attracting” potential customers (in the context of advertising). But Web3? There are fewer options, says advertising technology chief Asaf Nadler.

His company, Addressable, has introduced a new service that Nadler, the chief operating officer, says will make Web3 marketing more effective — from a salesperson’s perspective, of course. It’s about “retargeting” your most valuable prospects: people who almost clicked “buy,” “trade,” “sell,” “join,” but didn’t.

By subscribing, you will receive emails about CoinDesk products and agree to our terms of use and privacy policy .

Finding such people on Web2 isn’t difficult, given the amount of personal data available online. But it’s more difficult in the cryptocurrency space, since wallets are pseudonymous. The company’s database “closes the gap,” he said, and gives companies the ability to target their most likely customers.

This precision could be especially important if the cryptocurrency bear market turns into a crash that scares away new users. Economic hardship increases what traditional marketers call “cost per acquisition,” but Addressable defines as “cost per wallet.”

“Especially in a bear market, people aren’t as excited about bringing in new users,” Nadler said. “But the founders are trying to let the community know that they still care about it and want to reactivate it.”

Addressable isn’t building a doxxing service, Nadler says. While it may know on the backend that John Doe owns wallet abc123, it doesn’t pass that information on to a client like CoinDEX. Instead, its product allows CoinDEX to target John Doe with ads so that wallet abc123 becomes a paying customer.

Inference is Addressable’s specialty, he says. The company mines social media posts for data it can cross-check with wallets. Perhaps the abc123 wallet interacted with protocols John Doe uses on X. Or maybe it made trades John Doe discussed on Reddit. All of that evidence could be enough to reverse engineer a target persona.

The resulting advertising technology is not so much a crypto-only innovation as it is an adaptation of existing online marketing capabilities, with some modifications for the blockchain economy. Web3 companies’ sales funnels are already incredibly narrow, Nadler emphasized, because potential customers are extremely difficult to target.

“Instead of paying KOLs or doing very broad activities, we allow companies to target only users who have engaged with you,” he added. KOLs are key opinion leaders, influencers in

Источник