Everything is an ad network

How to pay for Web 3

If we want everything to remain as it is, everything must change.-Giuseppe Tomasi di Lampedusa, Il Gattopardo

The same year Thomas Caxton issued the first printed edition of The Canterbury Tales in 1476, he printed something else: an advertisement for the real moneymakers in the early printer’s catalog, a prayer book1. For as long as humans have crafted disembodied versions of their voices, whether it be Pompeiian graffiti or the latest tweet, there have been attempts to both guide user attention in some remunerative direction, and measure the effectiveness of that attention-gathering.

The first newspaper circulation numbers in the late 19th-century allowed advertisers to gauge their reach and created the legacy East Coast media currently struggling to survive. Today, embedded mobile SDKs record every click on your iPhone, weaving a thread of causality between initial tweet or TikTok video and an eventual purchase. The attention economy has always had its ledger and its cash register, and Web 3 will be no different.

Web 3 will have ads too. It already does in fact, they’re called NFT or token drops (essentially, giveaways that exploit the ability to send to any wallet). Not only do we have ads, we have ads fraud. When Optimism, a Level 2 chain that tries to make transacting cheaper, announced their token drop, thousands of fake users signed up to ‘farm’ the drop. Optimism had to use network analysis to figure out the fraudulent wallets and block them. The arms race between advertisers and fraudsters, still an ongoing cold war in the Web 2, is well underway in Web 3.

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Πηγή: thepullrequest.com

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