Solving Web3’s Biggest Marketing Challenge with AI-Powered Insights
In Brief
Addressable.io, bridges the gap between blockchain anonymity and targeted advertising by combining on-chain and off-chain data with AI, enabling precise audience segmentation, reducing acquisition costs, and optimizing campaigns for Web3 brands.
How do you market to an audience that values privacy and anonymity above all else? In the world of Web3, traditional marketing playbooks fall short—but Asaf Nadler, Co-Founder & COO of Addressable.io, believes AI and on-chain data hold the key to solving this challenge.
In this conversation, Asaf shares how his deep-rooted expertise in cybersecurity, data science, and cryptography led him to Web3, where he’s pioneering a new period of wallet-based marketing. He reveals how Addressable.io is bridging the gap between blockchain anonymity and targeted advertising, reshaping how Web3 companies acquire and engage users in a privacy-first world.
Can you share your journey into Web3?
I have worked in cybersecurity and data for many years. I spent ten years in military intelligence and then seven years at Akamai, a publicly traded company, where I was the Director of Data Science. I thought cybersecurity and data would be my lifelong career. However, during my master’s and PhD, I met my advisor, a well-known cryptographer, in 2016.
We started working on research related to blockchain, which is precisely proofs on the wall, a different aspect of cryptography. I fell in love with it. I co-authored more than four highly cited blockchain papers and was waiting for the right opportunity to dive in fully. Three years ago, my co-authors and I decided to merge my passion for blockchain with my expertise in data and AI, and that’s how we started Addressable.
Can you explain how Addressable’s platform integrates on-chain data with AI to enhance user acquisition in Web3 marketing?
The biggest challenge in Web3 user acquisition is anonymity. Companies don’t know who buys from them. However, Web3 also has a significant advantage—all blockchain data is open. This allows companies to analyze market trends and gain insights they couldn’t in other industries. Addressable combines on-chain and off-chain data with AI to identify and target high-value Web3 users, making marketing more precise and efficient.
What are the benefits of using Addressable’s platform to target wallet owners on social media platforms?
The main challenge for marketers and blockchain companies is understanding their audience due to anonymity. Addressable solves this by offering smart audience segmentation, enabling companies to understand better and target their audiences. Our platform reduces acquisition costs while improving efficiency and making campaign execution seamless. With just a few clicks, companies can launch marketing efforts effectively.
What are the key features of Addressable’s AI-driven optimization for Web3 campaigns?
My background is in AI and data science, and this is deeply integrated into Addressable’s DNA. We offer audience recommendations—if you want to target Uniswap users, our system will suggest similar users, like SushiSwap users. We also provide AI-driven insights so marketers don’t have to analyze massive amounts of data manually. With one click, they can see what’s working and what needs improvement. Additionally, we offer automated campaign optimization, continuously analyzing conversion data and adjusting budget allocation to maximize results.
Can you explain the differences between Web3 and Web2 social media marketing?
There are two major differences. The first is anonymity. In Web3, it’s hard to fully understand who the user is. Second, in Web3, tokens are promoted more than conventional products. If you see a nice pair of shoes on Instagram, you immediately understand the product and buy it.
In Web3, people need to research the utility of a token, leading to longer conversion funnels. There’s also a trust issue due to past industry controversies and poor UX, making the marketing journey even more complex. Web3 marketers must address anonymity, build trust, and manage longer conversion funnels.
Which major Web3 brands rely on Addressable for customer acquisition, and what results have they seen?
We have over a hundred active customers. Some well-known brands using our platform include Polygon, dYdX, and SKALE. Typically, we see a 30-50% reduction in customer acquisition costs. More importantly, we are introducing industry-wide benchmarks like cost per wallet—how much it costs to acquire a crypto-savvy user. We see costs ranging from a few dollars for mass-market users to around $10 for high-value users, such as liquidity providers in North America.
What is the biggest misconception Web3 companies have about wallet-based marketing, and how do you address it?
A common misconception is that ads don’t work in Web3. We counter this with real data, publishing case studies and actively discussing results on social media. Instead of a binary “ads work or don’t work” discussion, we present a nuanced view, comparing paid marketing with KOL activity, quests, and PR.
How is Addressable preparing for a future where more blockchain transactions move to privacy-preserving Layer 2 solutions?
Privacy is crucial, and my cryptography background emphasized that. However, I don’t think the full adoption of private blockchains will be as fast as people expect due to regulatory challenges. Making blockchain entirely private has implications, including legal concerns. Even the internet took around 30 years to implement full privacy. Regardless, we’re relying on additional identifiers beyond blockchain data to track and measure audience engagement.
What new AI-driven enhancements is Addressable developing to refine wallet-based targeting?
One key shift is the rise of AI agents. Gen Z is growing up in an AI-driven world, prioritizing strategic thinking over manual execution. Our goal is to enable CMOs to ask high-level strategic questions, such as “What’s working in my campaign?” or “What happens if I change geotargeting?” We’re also embedding predictive modeling to improve conversions and introducing AI-powered creative optimization and dynamic audience updates.
If Web3 wallets become as common as email addresses, how will Addressable’s role in marketing evolve?
Wallets are becoming more like backend identifiers, similar to mobile IDs and cookies, rather than public-facing credentials. The more wallets become integral to online identities, the more Addressable’s role will grow as the single source of truth for integrating on-chain data with business intelligence and CRM systems.
What future developments or features can users expect from Addressable to enhance Web3 marketing?
We’re expanding integrations with more ad networks, allowing companies to reach crypto users wherever they spend time. We’re also simplifying analytics, making cost-per-wallet tracking easy for any company. Additionally, AI-driven marketing technology will automate complex tasks, helping teams focus on high-level strategy rather than tactical execution.
Disclaimer
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About The Author
Victoria is a writer on a variety of technology topics including Web3.0, AI and cryptocurrencies. Her extensive experience allows her to write insightful articles for the wider audience.
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Victoria is a writer on a variety of technology topics including Web3.0, AI and cryptocurrencies. Her extensive experience allows her to write insightful articles for the wider audience.
