Asaf Nadler is the CEO and co-founder of Addressable, specializing in data-driven user acquisition for Web3. Asaf has 18 years of experience in data analytics and holds a PhD in software engineering focusing on big data analytics, AI, and blockchain.
In our conversation, we explore how Addressable is transforming digital marketing practices for the Web3 space.
How Addressable associates on-chain data with social data to understand and target Web3 audiences
Integrations with platforms like Twitter, Reddit, and display ad networks to reach users where they spend time
The role of AI in identity matching, attribution, and campaign optimization
Case studies and success stories of effective Web3 marketing campaigns
Asaf's excitement about the shift of Web3 into the mainstream and the need for better marketing infrastructure
Recent integrations with mobile analytics partners and automated campaign optimization
If you want to try out Addressable yourself, use coupon code WEB3CMO on the payment page, it will give you 10% off.
Unlocking the Power of Web3 Marketing
Welcome to the Web3 CMO Stories podcast, where we dive into the world of blockchain marketing and explore the cutting-edge strategies that are shaping the future of this revolutionary technology. In this episode, we are thrilled to have Asaf Nadler, CEO and co-founder of Addressable, a company specializing in data-driven user acquisition for Web3.
Asaf's journey is a testament to the convergence of data analytics, blockchain, and marketing. With a background in software engineering and a PhD focused on big data analytics, AI, and blockchain, he brings a wealth of expertise to the table. His passion for blockchain technology and its potential to transform various industries led him to co-found Addressable, a platform that aims to bridge the gap between Web3 companies and their target audiences.
As we delve into the conversation, Asaf shares his insights on the evolving landscape of Web3 marketing. He highlights the challenges faced by blockchain companies in identifying and reaching their audiences, and how Addressable is addressing this need through its data-driven approach. Prepare to be captivated by the innovative solutions and strategies that are shaping the future of Web3 marketing, and gain a deeper understanding of how to effectively promote your blockchain products and services.
Asaf Nadler's Journey to Founding Addressable
Asaf's journey into the world of Web3 marketing is a fascinating one, rooted in his lifelong passion for technology and data analytics. Born and raised in Israel, he embarked on a path that would shape his expertise and ultimately lead him to co-found Addressable.
Early Beginnings in Tech and Data Analytics: Asaf's love for coding began at a young age, writing his first lines of code in the third grade. This early exposure to technology laid the foundation for his future endeavors.
Military Service and Experience in Unit 8200: Following the typical course in Israel, Asaf served in the elite military intelligence unit, 8200, where he worked on various engineering and research roles for ten years. During this time, his affinity for data analysis grew stronger, solidifying his passion for this field.
Transition to Akamai Technologies: After his military service, Asaf joined Akamai Technologies, where he spent seven years honing his skills. He ultimately led the data science group, overseeing researchers and data scientists scattered across Israel, Europe, and the West Coast of the United States.
Academic Pursuits in Blockchain and Cryptography: While pursuing his master's and PhD, Asaf took a pivotal turn, deviating from cybersecurity and data to explore the world of cryptography and blockchain. He met an advisor whom he greatly admired, and together they worked on the design of a block DAG (Directed Acyclic Graph), a well-familiarized concept in the blockchain space. Asaf's focus was on the proof side of things, analyzing how to build and design secure blockchain protocols, incentive compatibility, and game-theoretic incentives.
"Blockchain, to me at the time, seemed like the most advanced technology I was dealing with. So while a lot of people were drawn to blockchain from the speculative financial value or from the hype, I was drawn to that, actually from the tech and theory behind that."
Asaf's academic pursuits led him to become an expert on blockchain from an academic perspective, complementing his extensive experience in data science. This unique combination of expertise paved the way for his next venture.
Identifying Market Gaps and Founding Addressable: Through thorough market research and conversations with companies in the blockchain space, Asaf and his partners, Toma and Toa, identified a consistent need: despite raising significant capital, many blockchain companies lacked the knowledge and tools to effectively target and acquire users. With their combined expertise in data analytics and blockchain, they saw an opportunity to bridge this gap, leading to the founding of Addressable.
Addressable's Approach to Data-Driven User Acquisition
At the core of Addressable's mission lies the challenge of acquiring users in the blockchain world, where consumers are pseudonymous and their data is scattered across various platforms. Asaf recognized this gap and set out to bridge it by associating on-chain data with social data, enabling a comprehensive understanding of the target audience.
The Challenges in Acquiring Blockchain Users: In the traditional digital marketing landscape, companies can leverage user data such as email addresses and mobile numbers to target and acquire customers. However, in the blockchain space, users are often pseudonymous, making it difficult for companies to identify and reach their desired audience. This lack of user data presents a significant hurdle for growth and user acquisition efforts.
Integrating Blockchain and Social Data: Addressable's solution lies in combining on-chain data from blockchain activity with social data, providing a holistic view of the target audience. By understanding where these audiences are coming from, their topics of interest, and the influencers they follow, Addressable empowers companies to effectively target and acquire wallet owners.
"The core value prop is associating data of wallet owners from on the blockchain, that's all of the activity that takes place on the blockchain, and how these companies are thinking about the users with social data, which enables the understanding of this audience."
Targeting Wallet Owners with Precision: With just a few clicks, Addressable allows companies to build and target specific audiences based on their preferences and behaviors. Whether it's gamers, traders, developers, or NFT collectors, Addressable's platform enables precise targeting of wallet owners through tailored advertising campaigns.
Advertising on Platforms like X, Reddit, and Display Ads: Recognizing that blockchain users spend a significant portion of their time on social media and popular websites, Addressable has integrated with platforms like X (formerly Twitter), Reddit, and display ad networks. This integration allows companies to reach their target audiences where they are most active, increasing the effectiveness of their marketing efforts.
Asaf emphasizes the importance of collaborating with these platforms, as it enables Addressable to navigate the complexities of advertising policies and ensure compliance. By leveraging their deep understanding of the Web3 industry and technology, Addressable acts as a bridge, facilitating the onboarding of advertisers onto these platforms and unlocking new growth opportunities.
Overcoming Advertising Challenges on X
Advertising in the Web3 space on platforms like X can be challenging due to policy restrictions and concerns surrounding less reputable campaigns. However, Addressable's close collaboration with X and their ability to conduct thorough due diligence processes have proven invaluable in overcoming these hurdles.
By leveraging their expertise in the Web3 industry and technology, Addressable can effectively vet and onboard advertisers from various sectors, including gaming, decentralized finance (DeFi) protocols, exchanges, layer-one blockchains, and developer tooling. This collaboration not only benefits the advertisers but also aligns with X's goals of growing its advertising revenue and expanding its presence in the Web3 space.
"We're doing the bridging between X, a platform that wants to grow, it favors these advertisers, they want to grow both on advertising, but also on Web3. Just listen to the current manager of the company, right into a world in which, to be frank, it's very difficult to do this due diligence without a deep understanding of the industry, of the tech. And this is where we're finding ourselves helpful to unblocking a lot of advertisers that want to be in front of tons of Web3 audiences."
Leveraging AI in Digital Marketing for Web3
As the Web3 landscape continues to evolve, the role of AI in digital marketing has become increasingly crucial. Asaf and Addressable are at the forefront of this revolution, harnessing the power of AI to unlock new opportunities and drive growth for companies in the blockchain space.
Identity Matching with AI
One of the key challenges in Web3 marketing is the ability to match pseudonymous wallet addresses with real-world identities. Addressable's AI-powered platform tackles this challenge head-on, enabling companies to associate on-chain data with social data, providing a comprehensive understanding of their target audience.
By leveraging advanced machine learning algorithms and natural language processing techniques, Addressable can analyze vast amounts of data from various sources, including blockchain transactions, social media activity, and online forums. This analysis allows them to identify patterns, preferences, and behaviors, ultimately linking wallet addresses to real-world identities.
This identity matching capability is a game-changer for Web3 marketing, as it empowers companies to target and engage with their desired audience in a highly personalized and effective manner.
AI for Attribution and Performance Measurement
In the ever-evolving digital landscape, measuring the effectiveness of marketing campaigns and attributing success to specific channels or tactics has become increasingly complex. Addressable's AI-driven platform simplifies this process, providing companies with accurate and actionable insights into their marketing performance.
By ingesting data from various sources, including on-chain transactions, social media engagement, and advertising platforms, Addressable's AI algorithms can attribute conversions and user acquisition to specific marketing efforts. This level of granularity enables companies to optimize their marketing strategies, allocate budgets more effectively, and maximize their return on investment.
Furthermore, Addressable's AI-powered analytics can identify patterns and trends that may be difficult for humans to detect, providing valuable insights into user behavior and preferences. This data-driven approach empowers companies to make informed decisions and stay ahead of the curve in the rapidly changing Web3 market.
Simplifying Insights and Recommendations with AI
The sheer volume of data generated in the Web3 space can be overwhelming, making it challenging for marketers to extract meaningful insights and actionable recommendations. Addressable's AI-powered platform addresses this challenge by automating the analysis process and presenting insights in a clear and concise manner.
Through natural language generation (NLG) techniques, Addressable's AI can generate human-readable reports and recommendations, distilling complex data into easily understandable narratives. These reports can cover a wide range of topics, including audience segmentation, content optimization, campaign performance, and emerging trends.
By automating the analysis and reporting process, Addressable empowers marketers to focus on strategy and execution, rather than spending countless hours sifting through data and manually generating reports.
Automated Campaign Optimization
In the fast-paced world of digital marketing, the ability to quickly adapt and optimize campaigns is crucial for success. Addressable's AI-driven platform takes this a step further by enabling automated campaign optimization.
By continuously monitoring campaign performance and user behavior, Addressable's AI algorithms can identify opportunities for optimization and make real-time adjustments to targeting, messaging, and ad placements. This level of automation ensures that campaigns are always operating at peak efficiency, maximizing reach and engagement while minimizing wasted ad spend.
Additionally, Addressable's AI can leverage machine learning techniques to predict future trends and user behavior, allowing companies to stay ahead of the curve and proactively adjust their marketing strategies.
As the Web3 landscape continues to evolve, the role of AI in digital marketing will become increasingly pivotal. Addressable's innovative approach, combining cutting-edge AI technology with deep industry expertise, positions them as a leader in this space, empowering companies to unlock new growth opportunities and drive success in the ever-changing world of Web3.
Practical Applications and Success Stories
To better understand the practical applications of Addressable's platform, let's explore a real-world campaign example and success story. Asaf shares insights into a typical campaign funnel and how companies can leverage Addressable's capabilities to drive growth and user acquisition.
A Typical Campaign Funnel
Imagine a company launching a new product, token, or feature in the Web3 space. Their goal is to acquire more users, drive sign-ups, app downloads, and on-chain conversions. With Addressable, the process is streamlined and efficient:
Define the Target Audience: Within the Addressable platform, companies can describe their target audience in blockchain terms. For example, they might target individuals who own a specific token, have a minimum wallet balance, or have interacted with a particular game or protocol.
Build and Launch the Campaign: Once the target audience is defined, companies can build a campaign within the product, targeting that specific audience. They can upload creatives, such as ad banners or videos, and launch the campaign with just a few clicks.
Track Performance and Optimize: As the campaign runs, Addressable's platform tracks performance across various touchpoints, including advertising platforms, websites, mobile apps, and on-chain transactions. Companies can monitor key metrics, identify high-performing segments, and leverage Addressable's automated optimization capabilities to continuously improve campaign performance.
The Consumer Experience
From the consumer's perspective, the experience is seamless and engaging. As they scroll through their social media feeds or browse websites, they encounter native ads that blend seamlessly into the platform's content. These ads, powered by Addressable's targeting capabilities, are tailored to their interests and behaviors, increasing the likelihood of capturing their attention.
When consumers click on these ads, they are directed to the advertiser's desired destination, such as a landing page, social media profile, or mobile app download page. This seamless transition from ad to content creates a cohesive user experience, increasing the chances of conversion and engagement.
Success Stories and Case Studies
Addressable has already helped numerous companies in the Web3 space achieve remarkable success through their data-driven user acquisition strategies. While specific case studies and success stories are available on their website, Asaf highlights the diverse range of clients they have worked with, including gaming studios, decentralized finance (DeFi) protocols, exchanges, layer-one blockchains, and developer tooling companies.
By leveraging Addressable's platform, these companies have been able to effectively target and acquire wallet owners, drive user growth, and ultimately increase their revenue and market share in the rapidly evolving Web3 landscape.
How to Get Started with Addressable
If you're intrigued by the possibilities offered by Addressable and want to explore their platform further, the process is straightforward. Simply visit their website, where you'll find detailed information, case studies, and resources to help you get started.
Additionally, Asaf extends an open invitation to connect with him directly. As a friendly and approachable individual, he welcomes the opportunity to chat with marketers, discuss their challenges, and explore how Addressable can help drive growth and success in the Web3 space.
You can reach out to Asaf on various platforms, including Twitter, Telegram, and LinkedIn. His contact information will be provided in the show notes, making it easy for you to connect and learn more about Addressable's innovative solutions.
Joeri Billast and Asaf Nadler at Paris Blockchain Week
Special Offer for Podcast Listeners
As a special treat for listeners of this podcast, Asaf has generously offered a 10% discount on Addressable's services. To take advantage of this exclusive offer, simply use the discount code "WEB3CMO" when signing up or making a purchase on Addressable's platform.
Don't miss this opportunity to experience the power of data-driven user acquisition and unlock new growth opportunities in the exciting world of Web3. Visit Addressable's website today and start your journey towards success in the blockchain space.
Conclusion: Unlocking the Future of Web3 Marketing
As we conclude our insightful conversation with Asaf Nadler, CEO and co-founder of Addressable, we are left with a profound understanding of the transformative power of data-driven marketing in the Web3 space. Addressable's innovative approach to user acquisition has proven to be a game-changer, bridging the gap between blockchain companies and their target audiences.
By seamlessly integrating on-chain data with social data, Addressable empowers companies to gain a comprehensive understanding of their audience, enabling precise targeting and effective marketing campaigns. This data-driven approach, combined with the power of AI and machine learning, unlocks new opportunities for growth, optimization, and success in the rapidly evolving Web3 landscape.
As we look towards the future, the role of AI in digital marketing will become increasingly pivotal. Addressable's cutting-edge solutions, such as identity matching, attribution modeling, and automated campaign optimization, position them as a leader in this space, empowering companies to stay ahead of the curve and drive success in the ever-changing world of Web3.
We encourage you, our listeners, to explore the possibilities offered by Addressable. Visit their website, connect with Asaf directly, and take advantage of the exclusive 10% discount using the code "web3cmo." Unlock the power of data-driven user acquisition and embark on a journey towards growth and success in the exciting world of Web3 marketing.
Asaf Nadler - Addressable
KEY HIGHLIGHTS
[01:45] Can you share your journey to co-founding Addressable?
[06:37] Can you explain how you're integrating blockchain technology to transform current digital marketing practices?
[08:31] How does your blockchain technology work with X (formerly Twitter)? Considering the potential friction between social platforms and blockchain, how do you make it effective?
[13:12] Does AI play a role in your business tools or operations?
[17:18] Can you explain the types of reports and analytics we can expect from Addressable?
[19:25] Can you provide a practical example or success story of a campaign to illustrate how it works?
[21:45] What excites you most about the current developments within your company, Addressable, or in the market as a whole?
NOTABLE QUOTES
“We're collaborating very heavily with X. And when doing this collaboration and with our ability to understand Web3 companies, we're doing a due diligence process which enables us to onboard advertisers onto X from all across the Web3 space.”
“In the world of marketing a blockchain, a lot of what creates tons of opportunities for AI is that there's tons of open data, right? In any other domain, that's not a Web3, where there's tons of open data. Startups typically need to start by collecting one by one, first party data, which takes a lot of time to train AI. In our case, we start with a world of open data, which gives a wide variety of use cases.”
“We're also using AI for attributions. So for anybody less familiar, attribution is the art of associating the revenue or the outcome of the campaign with what was the source. And in the rest of the world, attribution is becoming a bit broken and very difficult with all sort of privacy measures jeopardizing attribution. With Web3, there's a lot of opportunity with a lot of the open data and we're using AI to connect the dots.”
If you want to try out Addressable yourself, use coupon code WEB3CMO on the payment page, it will give you 10% off.
