Justin- this is a sick post! Great, thorough explanation of #web3 basics before jumping into thoughtful, advanced exploration of how marketing, media buying and advertising will be impacted- generally for the better, at least for the consumer, but even so for most advertisers who adapt and adjust to these changes. I've been deep diving on web3, especially around how NFTs are going to be changing the music industry's future (my new passion), but yours is the first I've seen around the idea that the ad industry and marketing community (my background) needs to start reimagining their future in a meta world. Really appreciate the post. Question- any Discord/Twitter communities you recommend for more web3+marketing?
There are not a lot of people really writing about what this means to marketing. Mostly it's still about connecting the dots as you learn, think and relate back to the industry you know. But a few of my favourites are:
JUMP - https://www.joinjump.community/ - JUMP is a community of marketers really focused on exploring the potential of Web3. Great Discord.
Amazing exploration of how Web 3.0 can impact Ad industry in a fundamental way. I think it is not a secret of not only how our personal data can be mis-used by Web 2.0 giants and how such data are being used opaquely for Ad targeting. Given such low data matching rate, it is hard to believe the quality of such "probabilistic" prediction, which I remain doubtful on its statistically significance. Nevertheless, this is a side point, since we can only fact check from the very platform that says our Ads are effective.
Just wondering your view on the economical relationship between wallet and Web 3.0 publishers (i.e. games)? Or since we claim the ultimate digital ownership, the concept of publisher is no longer here (instead, they might charge a small transaction fees)?
Sorry, I had a think, this question might not make sense.
Since users pay NFT to participate in Web 3.0 environment, users are the ultimate owners of monetize-able assets, thus we are the publishers of our own advertising opportunities.
In this case, wallet is more like a SSP (if they connect to demand) + DMP (as they help us to monetize our data). Not sure if this is the right thinking at all :)
Hi Justin, Great stuff. Now I am out of the loop, this is proving an invaluable resource for both me and my students across both TOK (Theory of Knowledge), which covers knowledge and technology as one of its themes, and the Extended Essay which is a mandatory part of the course.
Justin- this is a sick post! Great, thorough explanation of #web3 basics before jumping into thoughtful, advanced exploration of how marketing, media buying and advertising will be impacted- generally for the better, at least for the consumer, but even so for most advertisers who adapt and adjust to these changes. I've been deep diving on web3, especially around how NFTs are going to be changing the music industry's future (my new passion), but yours is the first I've seen around the idea that the ad industry and marketing community (my background) needs to start reimagining their future in a meta world. Really appreciate the post. Question- any Discord/Twitter communities you recommend for more web3+marketing?
There are not a lot of people really writing about what this means to marketing. Mostly it's still about connecting the dots as you learn, think and relate back to the industry you know. But a few of my favourites are:
JUMP - https://www.joinjump.community/ - JUMP is a community of marketers really focused on exploring the potential of Web3. Great Discord.
Anjali Kapoor - https://anjalikapoor.substack.com - She doesn't post often, but her thoughts and posts are fantastic.
Hey Justin,
Amazing exploration of how Web 3.0 can impact Ad industry in a fundamental way. I think it is not a secret of not only how our personal data can be mis-used by Web 2.0 giants and how such data are being used opaquely for Ad targeting. Given such low data matching rate, it is hard to believe the quality of such "probabilistic" prediction, which I remain doubtful on its statistically significance. Nevertheless, this is a side point, since we can only fact check from the very platform that says our Ads are effective.
Just wondering your view on the economical relationship between wallet and Web 3.0 publishers (i.e. games)? Or since we claim the ultimate digital ownership, the concept of publisher is no longer here (instead, they might charge a small transaction fees)?
Sorry, I had a think, this question might not make sense.
Since users pay NFT to participate in Web 3.0 environment, users are the ultimate owners of monetize-able assets, thus we are the publishers of our own advertising opportunities.
In this case, wallet is more like a SSP (if they connect to demand) + DMP (as they help us to monetize our data). Not sure if this is the right thinking at all :)
Hi Justin, Great stuff. Now I am out of the loop, this is proving an invaluable resource for both me and my students across both TOK (Theory of Knowledge), which covers knowledge and technology as one of its themes, and the Extended Essay which is a mandatory part of the course.
Happy to help. Don't hesitate to ask questions that you or your class have on how these technologies will be applied. I'll do my best to answer.