Have you ever clicked on a link to a crypto project on Telegram? Probably not – most people assume it is a scam. This is the challenge: to gain user confidence. Web2 advertisements fight here. They invade confidentiality, count on cookies and feed your data on Google and Meta.
Web advertising 3 returns the script. Users control their data, choose the announcements to see and reward themselves for acting. Meanwhile, advertisers can connect directly with users – no intermediaries, no shaded follow -up.
The web3 marketing market is developing at a huge rate. According to future market studies, the web3 marketing market industry should go from USD 1,966.6 million in 2024 to 12,879.2 million USD by 2032 – Sixfold!
Web3 advertising has the latest technologies at its disposal, such as blockchain, smart contracts and tokenization. This surely leads to new trends. In this article, we will examine what is happening on the advertising market at the moment: what are the trends in advertising itself and what are the trends in user analysis and placement.
Onchain advertisements
The announcements created, stored and fully executed on the blockchain can only be seen in web3 browsers. Channel advertisements are more transparent, reliable and offer users greater opportunities than web2 advertisements. Among them are:
- NFTS AS ADS: Unique and verifiable promotional content that users can display or even “own”. It's like appropriating your favorite advertising. This type of ad has tried such a giant that Nike. They developed a game based in NFT called Cryptokicks, where players could collect and exchange digital sneakers.
- Intelligent contracts for advertisements broadcast announcements based on specific conditions. For example, when certain actions (such as portfolio interactions or token transfers) occur, an intelligent contract can display and reward users with specific advertising content.
- Decentralized advertising spaces could live on decentralized websites, markets or metavages. They can be purchased and sold in the form of tokens or NFT. For example, imagine a virtual world (Metaversse) offering display panel spaces like NFTS, where advertisers can display their digital ads.
Encities based on tokens for users
To get money to watch advertisements? It looks great! Many companies already offer their users to find out their business in exchange for advantages: tokens, points, NFTS, etc.
One of the most important examples is brave, a Google Chrome web3 browser. It blocks web2 ads and offers that users interact with web3 ads and get rewards – basic attention token (BAT).
It is a revolutionary solution to find and initiate users who have defined ad blockers. Bat holders can sell them on content creators in exchange or in charge recorded on the Creator of Brave.
It already gives good performance to the browser: for the 4Q of 2024, Brave had approximately 0.826% market share and obtained 8th place among other browsers, according to Cloudflare.
The permission.io platform is entirely on the user side. It offers many opportunities to win tokens to watch advertisements or share personal data with reliable brands.
Ads organized by tokens
You can be embarrassed by one more trend with tokens. The previous one concerned rewarding users, while it concerns how the announcements are trained and broadcast.
The announcements organized by the tokens are announcements chosen by the community. The mechanism is simple: tokens holders manage the content of the website by weighted token vote. This process is based on registers (TCR) organized by tokens when the announcements are subject to a register and classified or filtered depending on the vote. This approach gives power to users and feeds their interest. They become moderators and do not allow spam and unrelevant advertisements.
Certainly, companies engage costs to reward users with tokens. However, long -term advantages in the form of loyal and committed users are worth it and will bring more.
An example is superrare, an art market NFT. He introduced the Rare token, giving the community the right to vote on the content they want to see on the website – that artists and works of art will be presented.
Gamified ads
Everything new is new. Remember these mini-games in the corner of the screen in 2010, which encouraged you to play an online game towards a full version? Something similar is gamified announcements, which are intended to attract more users to web3 projects.
Galxes, Layer3 and Zealy platforms create quests for potential companies.
By playing games and quests, they learn the functionality of a project and obtain tokens awards.
Galxe created the quest “The Arbitrum Odyssey” to present to users the arbitrum ecosystem, a technological suite designed to evolve Ethereum. Over two months, participants were engaged in various ecosystem projects, bridging protocols and challenge to NFT and game platforms.
Each week, they led unique tasks linked to important projects, including the yield protocol, GMX, UNISWAP and the NFT won. As a result, the campaign attracted 1.67 million participants, more than 623,000 unique users and 1.67 million NFT struck.
If a project does not have its own tokens, it can reward users with points like Rainbow Wallet does. The accumulation of points can allow you to participate in Airdrops or to obtain greater rewards in the future.
The layer3, in turn, just on the main page, offers many quests for users. If a person simply wants to relax and take a break, they can play these quests and take an interest in the services of a web 3 company.
Automated purchase of ads
Your business is late if you do not have automated advertisements for purchasing ads. They work through smart contracts. These are self-executing agreements with terms directly integrated into the code. They automatize the tender, verification and payment processes and ensure their realization only when the predefined conditions are met.
Programmatic advertising is an automated purchase subspecies of ads. This implies the automation of purchase and real -time sale of digital advertising spaces. In 2019, IBM, a first American computer manufacturer, had already used it. It was among the first to deploy a decentralized platform to house purchases of programmatic media. This helped prevent advertising fraud and improve the return on investment.
Hybrid generalized protocols
The real power is to combine approaches. What about the connection of identities outside chain (traditional web) and on a chain (blockchain) to follow their behavior on different channels? It can be implemented using hybrid generalized advertising protocols. They analyze chain and out -of -chain data, which allows you to obtain the entire user behavior.
COOKIE3, a web3 analysis and marketing platform, follows user behavior through blockchain transactions (portfolio activity, use of tokens, NFT interactions) and signals outside the channel such as website visits, social media actions or community participation. Among the clients of the platform, there are more than 350 blockchain projects, including Mantle, Polygon, Polkastarter and Kyberswap.
Chain
It is a new and fundamentally different way of analyzing the information. He follows each stage of the user throughout his trip, even on several platforms. These can be transactions or interactions of intelligent contracts recorded on the blockchain.
Among the companies offering a chain attribution figure Spindl, the chain growth platform. As they promise on their website, they “will tell you what works, where your users come from and who they are”.
AI in web advertising 3
Where would we be without AI in today's world? Web3 companies also follow the use of AI to make the processes more quickly and more effective: create more personalized ads and analyze user data.
Earnos, a global advertising and payment platform for web3 propulsion created on the Xion blockchain, uses a semantic analysis powered by AI which learns from the digital imprint of each user to provide campaigns that users really need. In addition, he uses graphics of decentralized knowledge and instant instant instant payments to users. “The brands spend $ 1T per year for advertising to target 5.5 billion people … Instead of all this money ending up with Meta, Google and Tiktok, this is found in everyone's wallets – everyone wins,” explains Phil George, founder of Earnos.
What should you keep in mind when advertising web3 projects in 2025?
Advertising on the web is not only competitive – it is a trusted game. Cryptographic advertisers must go beyond attention and prove that they are secure and reliable.
The decisive feature of web3 advertising in 2025 is the user's centacre. This means respecting confidentiality, giving users to control the content they see and establish confidence before presenting anything. At the same time, the only way to avoid wasting billions on ineffective campaigns is to precisely analyze the data and the behavior of users.
