Everything’s An Ad Network, Even Web3; The Myth Of Brand Safety

Tangled Web3 Weave

Coinbase, a hub for the purchase and sale of cryptocurrencies, has acquired a spindl, a blockchain -based advertisement and an attribution.

“When we talk to builders every day, there is a consistent topic: builders want to go viral and we want to help them,” according to Coinbase VA Blog post Notification of news.

“Builders”, according to Coinbase view, are developers who create applications and services based on blockchain that connect to the crypto universe. The actual platform for the development of Coinbase blockchain is on the Ethereum chain, although it also integrates with others.

Unlike the DTC mobile games and economies – which are strongly dependent on Facebook – Crypto never had an effective flywheel of advertising and attribution.

Speaking of Facebook, founder and CEO of Spindl is Antonio Garcia-Martinez, early advertising technology on Facebook back when it launched a network of audience and replacing advertising.

“There’s a natural flywheel,” on the Coinbase blog. “We support developers who create onchain applications, these applications attract onchain users, and have more users motivate more developers to build onchain.”

No safe premises

Social media safety is a myth that advertisers no longer believe, according to advertisers who recently spoke Warning.

For example, traders began to re -evaluate their advertising expenses for X in 2022, now that Elon Musk’s owner left with the platform content moderation. A year later he saw another big exodus of the main brands, including Disney, Apple and Comcast, news The non-profit org Media depends on the fact that their ads appeared in addition to hateful expression and pro-Nazi content on the web. (The fact that Musk shared some of them alone probably did not help.)

Now, however, these advertisers began to return to X – and never left the meta, although the company announced a similar return in January. Instead, social platforms among advertisers are considered “necessary evil” how one anonymous marketing trader put on Digiday.

But given the current political climate in the US is also easy to speculate that it may be different Incentives for not drawing a line in the sand. (In addition, media affairs still face and Lawsuit.)

Assuming that social platforms still lead to conversion, financial motivation is probably sufficient in itself.

Brands play the ball

Super Bowl ads are less pleasant.

Data Analytics Company Marketcast has crushed some numbers on Super Bowl advertisements over the past 12 years and found that the probability of these very expensive advertisements has permanently refuel in the last few years.

According to Marketcast with the “most popular” commercials, they are broadcast from 2012 to 2015 Advertising. The company gave the year 2013 54% rating assessment because the ads were funny that year, played sarcastic or risqué topics as if children were pushing their parents Where do children come from.

The probability score of Marketcast for Super Bowl advertising was 49% in 2014 to 2015 and in 2017 it decreased to 38%. This number will continue to drop because traders place more secure bets to avoid growing (or perceived rise) consumers’ pushback against the brands they take social or political attitudes, including initiatives in the area of ​​diversity and integration.

As for ads this year, “I expect a very thickened super bowl – no sharp elbows, no provocative statements, nothing to question Orthodoxy,” says Marcus Collins, author and professor, says Adweek.

We may not see another pickup anymore Ads with Innunendos o erectile dysfunction.

But wait! Is there more

How publishers choose which LLMS use. [Digiday]

Apple earned $ 100 billion income last year, which includes advertising. [TechCrunch]

“Everything I say, leaks,” says Mark Zuckerberg in sound leakage. [404 Media]

Tiktok Traffic is recovering, but it’s still not back in app stores. [The Verge]

You are hired

Matt Bruot was appointed President of Shipyard Collective, an independent agency service company. [release]

Digitas appoints Anne Stagg as CEO. [Campaign]