链上广告终于来了，以保护隐私和用户体验

Cookie、弹出窗口和粗略的设备指纹识别即将被淘汰。 Web3 用户将控制他们的在线身份并获得相关广告。

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.

由于链上广告的到来，Web3 用户最终将能够控制自己的在线身份并获得相关广告。这标志着与 Web2 的侵入性和侵犯隐私的广告做法的重大背离，Web2 严重依赖 cookie、弹出窗口和设备指纹识别。

"Ads" Are Everywhere in Crypto

加密货币中“广告”无处不在

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，尽管加密货币社区内对“广告”一词强烈反感，但加密货币中的几乎所有内容本质上都是广告。例如：

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

钱包内显示的 NFT 铸币链接被视为广告，因为推荐钱包应用程序通常会收取铸币费用的一部分。

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 频道中发布的新去中心化交易所的链接，其中发布者通过推荐计划收到协议费用的很大一部分（通常高达 10%），也符合广告的资格。

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.

每个模因币都可以被视为一个高度精确的广告，一个自我测量的注意力晴雨表。如果人们正在讨论模因币，其价格往往会上涨；如果人们没有讨论，它的价格往往会下跌。

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.

安东尼奥·加西亚·马丁内斯 (Antonio Garcia Martinez) 是 Spindl 的创始人兼首席执行官，也是《混沌猴子：硅谷的淫秽财富和随机失败》一书的作者。这篇评论文章是 CoinDesk Web3 营销周的一部分，由 Cookie3 提供。

Crypto Is More Ads-Focused Than You Think

加密货币比你想象的更注重广告

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.

从本质上讲，加密货币比它意识到的更注重精神上的广告，而且比 Web2 刚出现时的程度更大。我在 Facebook 上市前夕在场，突然间，货币化变得至关重要；这一切都是为了支付服务器成本和安抚投资者而在绝望的事后才想到的。

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.

与此同时，加密货币一直在努力发明（或至少重塑品牌）用户增长渠道：任务、空投、积分系统等等。然而，以链上广告技术的方式构建的却很少。一些自封的“Web3 广告网络”本质上只是在专注于加密货币的发行商上运行的非常基本的 Web2 广告技术：在 Etherscan 等区块浏览器或代币价格图表网站上运行的横幅广告，仅此而已。

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发生，这将从根本上改变这一切：Web3 消费者终于出现了。 Farcaster 是一个去中心化的社交网络，它正在获得越来越多的关注，其许多客户端（如 Warpcast、Supercast 和 Phaver）也正在起飞。可以通过社交登录轻松发行钱包的 Coinbase 智能钱包正在普及。 Privy 和 Dynamic 等入门服务以及嵌入式钱包也正在取得进展。也许最重要的是，Telegram 正在其非常受欢迎的消息应用程序中构建原生钱包支持，该应用程序拥有近 10 亿活跃用户。现在我们谈论的是真实的数字，可以与 Web2 平台相媲美的数字。

How This Impacts Marketing

这如何影响营销

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.

从营销的角度来看，这意味着虽然到目前为止大多数链上操作都发生在用户旅程的末尾——用户从链外某个地方登陆项目页面，连接钱包，然后才进行交易——用户渠道的顶部终于也上链了。将钱包融入用户体验的应用程序当然会使用它们进行链上交易，从而实现全新类别的赞助内容。

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).

现在，当我说“广告”时，我并不是指丑陋且烦人的横幅广告或 Web2 的移动弹出窗口。我的意思是上下文中的、原生的和相关的赞助号召性用语，就像您开始在几乎每个钱包应用程序的“探索”或“福利”选项卡中看到的那样，从 Coinbase 到 MetaMask 以及所有其他应用程序。钱包突然陷入了竞争残酷的市场，仅仅提供代币交换已经不够了：它们正在缓慢但坚定地将自己打造成 Web3 的门户，这意味着社交和发现提要（是的，还有广告）。

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

想象一下：《纽约时报》上的一键式广告

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).

考虑一下：亚马逊会为一键式广告支付多少钱，让你在浏览《纽约时报》的同时购买你在亚马逊购物车中遗弃的产品？考虑到对转化率的影响，它将为此支付数十亿美元。但这样的东西无法使用传统的 Web2 技术来构建（我们拥有的最接近的是使用 Apple Pay 进行身份和支付的 TikTok 购物）。

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.

通过区块链管理身份和支付，可以轻松构建此类互动广告，以至于每个人和他们的兄弟都在这样做。它们被称为 Frames，并于二月份在 Farcaster 上推出。这些东西太多了，以至于 Warpcast（最大的 Farcaster 客户端）有一个特定于 Frames 的 feed 来查看所有这些东西。

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

现在想象一下类似的用户体验，在消费者应用程序中，通过链上交易通知的基于钱包的受众正确定位，并通过接受您的协议令牌的支付轨道进行支付。想象一下，任何人都可以成为发布者：每个 Discord 或 Telegram 频道模组最终都可以通过这项吃力不讨好的任务获得报酬