鏈上廣告終於來了，以保護隱私和使用者體驗

Cookie、彈出視窗和粗略的裝置指紋辨識即將被淘汰。 Web3 使用者將控制他們的線上身分並獲得相關廣告。

Web3 users will finally be able to control their online identities and be served relevant ads, thanks to the arrival of on-chain advertising. This marks a significant departure from the intrusive and privacy-violating ad practices of Web2, which heavily rely on cookies, pop-ups, and device fingerprinting.

由於鏈上廣告的到來，Web3 用戶最終將能夠控制自己的線上身分並獲得相關廣告。這標誌著與 Web2 的侵入性和侵犯隱私的廣告做法的重大背離，Web2 嚴重依賴 cookie、彈出視窗和裝置指紋識別。

"Ads" Are Everywhere in Crypto

加密貨幣中「廣告」無所不在

Interestingly, despite the strong aversion to the term "advertisement" within the cryptocurrency community, nearly everything in crypto essentially functions as an ad. For instance:

有趣的是，儘管加密貨幣社群內對「廣告」一詞強烈反感，但加密貨幣中的幾乎所有內容本質上都是廣告。例如：

NFT mint links displayed within wallets are considered ads, as the referring wallet application typically receives a cut of the minting fees.

錢包內顯示的 NFT 鑄幣連結被視為廣告，因為推薦錢包應用程式通常會收取鑄幣費用的一部分。

Links to new decentralized exchanges posted in Discord or Telegram channels, where the poster receives a substantial portion (often up to 10%) of your protocol fees through a referral program, also qualify as ads.

在 Discord 或 Telegram 頻道中發布的新去中心化交易所的鏈接，其中發布者通過推薦計劃收到協議費用的很大一部分（通常高達 10%），也符合廣告的資格。

Every memecoin can be viewed as a highly precise ad, a self-measuring barometer of attention. The price of a memecoin tends to rise if people are discussing it and falls if they aren't.

每個迷因幣都可以被視為一個高度精確的廣告，一個自我測量的注意力晴雨表。如果人們正在討論迷因幣，其價格往往會上漲；如果人們沒有討論，它的價格往往會下跌。

Antonio Garcia Martinez is the founder and CEO of Spindl and author of "Chaos Monkeys: Obscene Fortune and Random Failure in Silicon Valley." This opinion piece is part of CoinDesk's Web3 Marketing Week, presented by Cookie3.

安東尼奧·加西亞·馬丁內斯 (Antonio Garcia Martinez) 是 Spindl 的創始人兼首席執行官，也是《混沌猴子：矽谷的淫穢財富和隨機失敗》一書的作者。這篇評論文章是 CoinDesk Web3 行銷週的一部分，由 Cookie3 提供。

Crypto Is More Ads-Focused Than You Think

加密貨幣比您想像的更注重廣告

In essence, crypto is more spiritually ads-focused than it realizes, and to a greater extent than Web2 was when it first emerged. I was present at Facebook during the run-up to the IPO, and suddenly monetization became crucial; it was all being built as a desperate afterthought to cover server costs and appease investors.

從本質上講，加密貨幣比它意識到的更注重精神上的廣告，而且比 Web2 剛出現時的程度更大。我在 Facebook 上市前夕在場，突然間，貨幣化變得至關重要；這一切都是為了支付伺服器成本和安撫投資者而在絕望的事後才想到的。

Meanwhile, crypto has been diligently inventing (or at least rebranding) channels for user growth: quests, airdrops, points systems, and more. However, very little has been constructed in the way of on-chain ads technology. A few self-styled "Web3 ad networks" are essentially just very basic Web2 ad tech being run on crypto-focused publishers: a banner ad running over a block explorer like Etherscan or a token price charting website, nothing more.

同時，加密貨幣一直在努力發明（或至少重塑品牌）用戶成長管道：任務、空投、積分系統等等。然而，以鏈上廣告技術的方式建構的卻很少。一些自封的「Web3 廣告網路」本質上只是在專注於加密貨幣的發行商上運行的非常基本的Web2 廣告技術：在Etherscan 等區塊瀏覽器或代幣價格圖表網站上運行的橫幅廣告，僅此而已。

But something new is afoot, which will radically change all that: Web3 consumer is finally happening. Farcaster, the decentralized social network, is gaining traction, and its many clients like Warpcast, Supercast, and Phaver are also taking off. Coinbase Smart Wallets that can easily issue a wallet with a social login are spreading. Onboarding services like Privy and Dynamic and embedded wallets are also gaining ground. Perhaps most significantly, Telegram is building native wallet support into its immensely popular messaging app, which boasts almost 1 billion active users. Now we’re talking real numbers, numbers that rival Web2 platforms.

但一些新的事情正在發生，這將從根本上改變這一切：Web3 消費者終於出現了。 Farcaster 是一個去中心化的社交網絡，它正在獲得越來越多的關注，其許多客戶端（如 Warpcast、Supercast 和 Phaver）也正在起飛。可以透過社群登入輕鬆發行錢包的 Coinbase 智慧錢包正在普及。 Privy 和 Dynamic 等入門服務以及嵌入式錢包也正在取得進展。也許最重要的是，Telegram 正在其非常受歡迎的訊息應用程式中建立原生錢包支持，該應用程式擁有近 10 億活躍用戶。現在我們談論的是真實的數字，可以與 Web2 平台相媲美的數字。

How This Impacts Marketing

這如何影響行銷

From a marketing perspective, this means that while most of the on-chain action so far has been at the end of the user journey—a user lands on a project’s page from somewhere off-chain, connects a wallet, and only then transacts—the top of the user funnel is finally on-chain too. The apps baking wallets into their user experiences will of course be using them to transact on-chain, which enables a whole new class of sponsored content.

從行銷的角度來看，這意味著雖然到目前為止大多數鏈上操作都發生在用戶旅程的末尾——用戶從鏈外某個地方登陸項目頁面，連接錢包，然後才進行交易——用戶渠道的頂部終於也上鍊了。將錢包融入用戶體驗的應用程式當然會使用它們進行鏈上交易，從而實現全新類別的贊助內容。

Now, when I say "ads," I don’t mean the hideous and annoying banner ads or mobile pop-ups of Web2. I mean in-context, native, and relevant sponsored calls-to-action like the ones you’re starting to see in the "Explore" or "Perks" tab of just about every wallet app, from Coinbase to MetaMask and all the rest. Wallets are suddenly in a ruthlessly competitive market and simply offering token swaps isn’t enough anymore: they’re slowly but surely crafting themselves into the portals for Web3, which means social and discovery feeds (and yes, ads).

現在，當我說「廣告」時，我並不是指那些醜陋且煩人的橫幅廣告或 Web2 的行動彈出視窗。我的意思是上下文中的、原生的和相關的贊助號召性用語，就像您開始在幾乎每個錢包應用程式的「探索」或「福利」標籤中看到的那樣，從Coinbase 到MetaMask 以及所有其他應用程式。錢包突然陷入了競爭殘酷的市場，僅僅提供代幣交換已經不夠了：它們正在緩慢但堅定地將自己打造成 Web3 的門戶，這意味著社交和發現提要（是的，還有廣告）。

Imagine This: A One-Click Ad in The New York Times

想像一下：《紐約時報》上的一鍵式廣告

Consider this: What would Amazon pay for a one-click ad that lets you buy the product you abandoned in an Amazon shopping cart, all while browsing The New York Times? It would pay billions and billions for it, given the impact on conversion rates. But such a thing can’t be built using legacy Web2 technology (the closest we have is TikTok shopping that uses Apple Pay for identity and payment).

想想看：亞馬遜會為一鍵式廣告支付多少錢，讓你在瀏覽《紐約時報》的同時購買你在亞馬遜購物車中遺棄的產品？考慮到對轉換率的影響，它將為此支付數十億美元。但這樣的東西無法使用傳統的 Web2 技術來建構（我們擁有的最接近的是使用 Apple Pay 進行身份和支付的 TikTok 購物）。

With the blockchain managing identity and payment, such interactive ads can be so easily built that everyone and their brother is doing so. They're called Frames and launched on Farcaster in February. There are so many of these things running that Warpcast (the largest Farcaster client) has a Frames-specific feed just to see them all.

透過區塊鏈管理身份和支付，可以輕鬆建立此類互動廣告，以至於每個人和他們的兄弟都在這樣做。它們被稱為 Frames，並於二月在 Farcaster 上推出。這些東西太多了，以至於 Warpcast（最大的 Farcaster 客戶端）有一個特定於 Frames 的 feed 來查看所有這些東西。

Now imagine similar user experiences, inside a consumer app, correctly targeted via a wallet-based audience informed by on-chain transactions, and paid for by payment rails that accept your protocol token. Imagine that anyone can be a publisher: every Discord or Telegram channel mod can finally get paid for the thankless task of

現在想像一下類似的用戶體驗，在消費者應用程式中，透過鏈上交易通知的基於錢包的受眾正確定位，並透過接受您的協議代幣的支付軌道進行支付。想像一下，任何人都可以成為發布者：每個 Discord 或 Telegram 頻道模組最終都可以透過這項吃力不討好的任務獲得報酬