- Addressable collects data from the blockchain and social media to help marketing teams launch Web2 campaigns for their target audiences.
- Marketers can also use the platform to monitor marketing insights through engagements and conversions reflected on the blockchain.
- Addressable is currently using Twitter data and Twitter ads manager as well as data from Ethereum and Polygon to provide its service.
Israel-based web3 marketing solution provider Addressable has raised $7.5 million in a seed round led by Viola Ventures and Fabric Ventures, with participation from North Island Ventures and Mensch Capital Partners, among other investors.
Founded mid last year by CEO Tomer Sharoni, CTO Tomer Shlomo, and Chief Scientist Dr. Asaf Nadler, Addressable aims to bridge the gap between blockchain and social media by helping marketing teams target their audiences based on their Web3 activity and launch campaigns on Web2.
The company wants to tackle the issue of crypto marketing, where marketers rarely know their audience’s age, location, purchasing history and means of communication, due to the anonymous nature of crypto activities.
Based on the founders’ previous experience with blockchain, machine learning and big data analytics, they found that meaningful relationships between events on blockchain and social media could make an impact on crypto marketing.
Addressable’s technology collects data from the blockchain and social media to find correlations between the two.
Using machine learning models, the technology allows marketers to define segments of users and look-alikes that describe their ideal Web3 audience based on similarities in social and blockchain data; build their audience and target those segments across multiple social media platforms; and monitor marketing insights through engagements and conversions reflected on the blockchain.
The platform is currently using Twitter data as well as data from Ethereum and Polygon which are then indexed using big data technology, but plans to use the fresh capital to integrate new blockchains and social media platforms.
Marketers can also use Addressable’s web application to kick off their marketing campaign on Twitter. Nadler told The Block that Addressable’s data pipeline is compliant with GDPR regulations.
“With our technology, marketing teams are able to describe their perfect audience using blockchain and social terms, and launch a campaign on social media, where users’ time is spent without breaking anonymity,” Dr. Asaf Nadler wrote in a blog post.
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