Adshares protocol and blockchain analytic platform cookie3 has announced the Strategic Partnership aiming to create convenient marketing tools with accurate targeting and audience segmentation across the metaverse.
The integration of cookie3’s analytics platform solutions with the Adshares protocol focuses on providing accurate tools for the marketing purposes of companies that want to reach their potential customers in the metaverse. The first joint implementation will enable ad targeting in Decentraland, allowing advertisers to target their campaigns even more precisely. Soon, a configuration panel will be introduced that will enable the user to select the specific land on which the ad should be displayed. Adshares will also add interest categories for audiences. These solutions will make campaigns much more effective.
Metaverse behavioural analytics by cookie3
However, one question remains open – diversification of targeting audience. How exactly to convey the well-known analyzing targeting methods similar to Google algorithms from web2 to web3 realm?
Representing the virtual world as interconnected items based on blockchain, the Cookie3 team skillfully utilized one of the central elements in the metaverse for their data engine – that is, NFTs. Using artificial intelligence and machine learning to process the aggregated information from NFTs, tokens and smart contracts, interpreting the data, will empower cookie3 to understand individual user behaviour across the metaverses. Such algorithms will allow companies and brands to create behavioural profiles that are so important for accurate targeting for advertising and marketing campaigns.
Projects will be able to target their campaigns through the on-chain analytics tool using remarketing; clients segmentation, interests & preferences; number, value and frequency of transactions; purchasing probability; and different predictions. In turn, this will reach a new level of the relationship between users and advertisers, namely the delivery of exclusive content, further brand awareness experiences, personalized engagement with influencers and events, etc.
Partnership use case – Drake’s concert marketing campaign
The organizers of Drake’s concert will be able to set up their marketing campaign targeted to metaverse users through the Adshares protocol, based on user profiles, which had previously been interpreted through the cookie3 data engine. So, for example, one user, who had collected NFT by rappers before, will see an ad with a direct link to the Drake concert event. In contrast, another user with other interests will see a completely different type of ad on the same parcel. In other words, advertisers can be sure that their ads will reach the targeted audience.
The first of its kind solution, which is the combination of Adshares in-use protocol and cookie3 developing data-engine solutions, is considered the universal marketing tool for all advertisers in metaverses.
Following its adtech blockchain solutions development, Adshares is one of the leading projects implementing its advertising protocol in web2 and web3. Image and video ads and 3D ads formats displayed using the Adshares protocol are already spotted in Decentraland, Cryptovoxels or the near future PolkaCity. The running Adshares protocol allows land and parcel owners to display ads and profit from renting their digital assets to advertisers. The strategic partnership with cookie3 will significantly improve the ready-to-use protocol, increasing potential advertisers’ attractiveness.
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