Web3’s revolution: Why the digital wallet is the new marketing gold

cointelegraph.com:

The marketing landscape has shifted in the past few years and is ready for upheaval in the coming few years. Stringent regulations, the retirement of third-party cookies, privacy-conscious Gen Z, etc., will increase customer acquisition costs (CAC). The average CMO will likely shift dollars to pay a premium for higher-quality, zero-party data and to drive higher consumer engagement. 

Amid this evolution, Web3 emerges as a beacon of possibility for the cookie-less internet. The killer application will be the user-owned digital wallet which can reconfigure consumer-brand relationships with an emphasis on privacy.

The digital marketplace is more saturated than ever, with countless brands vying for user attention. This has led to an exponential rise in Customer Acquisition Costs (CAC). Companies find it more challenging and expensive to capture and keep user attention using traditional methods. With this ballooning CAC, brands are searching for more efficient, direct and personalized means of connecting with users. An NFT-enabled wallet with unique identifiers is emerging as a new channel of establishing trust in a consumer-owned internet.

Google’s announcement of phasing out third-party cookies by 2024 sent shockwaves throughout the digital advertising ecosystem. As one of the dominant players in data arbitrage, this move underscored a seismic shift away from the old guard of browser-based data tracking and towards a more privacy-centric browsing experience. The shift could make it harder for marketers to target, engage and know their consumers.

There’s an increasing public consciousness about online privacy with the emergence of new demographic segments and Gen Z’s focus on digital sovereignty. These users demand transparency