Addressable, a platform offering actionable Web3 intelligence, has announced the launch of Wallet-Based Ad Retargeting. The new feature allows marketers to reconnect with wallet holders using major advertising networks when they exit without converting. The solution resolves a major Web3 marketing challenge because anonymous wallet addresses now function as alternatives to traditional identifiers such as personal identifiers.
Web2 retargeting depends mainly on cookies together with email addresses and phone numbers. The digital markers allow brands to reach out again to users who demonstrated past engagement. Marketing in Web3 space faces a challenge as the decentralized environment lacks direct access to user identification. The absence of clear user identification has hindered businesses from reconnecting with customers who started but did not finish interacting with their projects. Addressable provides advertising solutions via a linking system that connects wallet addresses to platforms including X, Reddit and over 400,000 crypto-focused websites within a mobile application network.
Enhancing Campaign Efficiency and User Segmentation
The Wallet-Based Ad Retargeting function improves conversion rates and marketing performance by delivering specific audience division capabilities. The moment users connect their wallet to project websites and exit without additional interactions Addressable registers their activity. The recorded data enables marketers to develop specific retargeting audiences target users based on wallet-level engagement.
With the ability to focus advertising budgets on users who have already expressed interest, marketing teams can reduce wasted ad spend and improve performance. This approach facilitates campaign strategies across the entire customer journey sequence through user stages beginning with their website entrance and ending with user reactivation. The Addressable pixel automatically sorts visitors into three categories including Wallet Visitors and Connected Users along with Converters.
Comprehensive Performance Marketing Stack for Web3
Addressable’s retargeting solution joins its other products, which include Cost-per-Wallet (CPW) optimization and on-chain event attribution. The combined set of features provides businesses with accurate performance analytics across different marketing channels. Marketers obtain better campaign performance by combining on-chain activity and advertising data to monitor real-time user actions instead of making conjectures.
The Web3 sector introduced this feature when teams intend to maximize return on investment (ROI) using limited funding. Addressable establishes itself as a complete crypto performance marketing solution by connecting wallet user activities to targeted advertisement retargeting.
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