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Crypto Ad-Tech Shop Builds ‘Retargeting’ Service to Reel in Likely Customers

Published

6 месяцев ago

3 апреля, 2025

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Web2 marketers have long had tricks to track down and «acquire» (in ad speak) likely customers. But Web3? Not so much, says ad-tech exec Asaf Nadler.

His company Addressable, is out with a new service that Nadler, the chief operating officer, claims will improve the efficacy of Web3 marketing — from the perspective of salespeople, of course. It’s all about «retargeting» the most valuable potential customers: people who very nearly pressed buy, trade, sell, swap, join, but didn’t.

Finding those folks in Web2 is straightforward given the troves of personal data scattered online. Crypto’s trickier because wallets are pseudonymous. The company’s database «bridges the gap,» he said, and lets companies target their most likely customers.

Such precision could be especially important if crypto’s bear market deepens into a blowout that pushes new users away. Economic malaise increases what traditional marketers call the «cost per acquisition» and what Addressable terms the «cost per wallet.»

«Especially in a bear market people aren’t as hyped about user acquisition,» said Nadler, «But what founders care about is letting the community know they still care and reactivate them.»

Addressable isn’t building a doxxing service, says Nadler. While it might know on the backend that John Doe owns wallet abc123, it’s not passing that information to the client, say, CoinDEX. Instead its product lets CoinDEX target John Doe with ads so that wallet abc123 becomes a paying customer.

Building the inference is Addressable’s specialty, he said. The company trawls social media posts for intel that it can cross-check with wallets. Perhaps wallet abc123 interacted with protocols that John Doe follows on X. Or it’s made trades that John Doe discussed on Reddit. All these clues can be enough to reverse-engineer a targetable identity.

The resulting ad-tech playbook is less an only-in-crypto innovation than a recreation of online marketer’s existing capabilities with special twists for the on-chain economy. Companies’ Web3 funnels are already incredibly narrow, Nadler said, because potential customers are uniquely difficult to target.

«Rather than pay KOLs, or do very broad activities, what we allow is companies to target only the users that have engaged with you,» he said. KOLs are key opinion leaders, social media influencers who promote projects to their followers.

While Addressable has been around for three years, the retargeting service is new, Nadler said. He said he believes it will be a difference-maker for protocols seeking stickier customers.

«The most horrible thing that can happen to DeFi projects at the moment is if users stop believing in them,» he said, pointing to targeted advertising as the solution.

Business

Crypto Trading Firm Keyrock Buys Luxembourg’s Turing Capital in Asset Management Push

Published

12 часов ago

16 сентября, 2025

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Crypto trading firm Keyrock said it’s expanding into asset and wealth management by acquiring Turing Capital, a Luxembourg-registered alternative investment fund manager.

The deal, announced on Tuesday, marks the launch of Keyrock’s Asset and Wealth Management division, a new business unit dedicated to institutional clients and private investors.

Keyrock, founded in Brussels, Belgium and best known for its work in market making, options and OTC trading, said it will fold Turing Capital’s investment strategies and Luxembourg fund management structure into its wider platform. The division will be led by Turing Capital co-founder Jorge Schnura, who joins Keyrock’s executive committee as president of the unit.

The company said the expansion will allow it to provide services across the full lifecycle of digital assets, from liquidity provision to long-term investment strategies. «In the near future, all assets will live onchain,» Schnura said, noting that the merger positions the group to capture opportunities as traditional financial products migrate to blockchain rails.

Keyrock has also applied for regulatory approval under the EU’s crypto framework MiCA through a filing with Liechtenstein’s financial regulator. If approved, the firm plans to offer portfolio management and advisory services, aiming to compete directly with traditional asset managers as well as crypto-native players.

«Today’s launch sets the stage for our longer-term ambition: bringing asset management on-chain in a way that truly meets institutional standards,» Keyrock CSO Juan David Mendieta said in a statement.

Business

Crypto Trading Firm Keyrock Buys Luxembourg’s Turing Capital in Asset Management Push

Published

12 часов ago

16 сентября, 2025

admin

Crypto trading firm Keyrock said it’s expanding into asset and wealth management by acquiring Turing Capital, a Luxembourg-registered alternative investment fund manager.

The deal, announced on Tuesday, marks the launch of Keyrock’s Asset and Wealth Management division, a new business unit dedicated to institutional clients and private investors.

Business

Gemini Shares Slide 6%, Extending Post-IPO Slump to 24%

Published

12 часов ago

16 сентября, 2025

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Gemini Space Station (GEMI), the crypto exchange founded by Cameron and Tyler Winklevoss, has seen its shares tumble by more than 20% since listing on the Nasdaq last Friday.

The stock is down around 6% on Tuesday, trading at $30.42, and has dropped nearly 24% over the past week. The sharp decline follows an initial surge after the company raised $425 million in its IPO, pricing shares at $28 and valuing the firm at $3.3 billion before trading began.

On its first day, GEMI spiked to $45.89 before closing at $32 — a 14% premium to its offer price. But since hitting that high, shares have plunged more than 34%, erasing most of the early enthusiasm from public market investors.

The broader crypto equity market has remained more stable. Coinbase (COIN), the largest U.S. crypto exchange, is flat over the past week. Robinhood (HOOD), which derives part of its revenue from crypto, is down 3%. Token issuer Circle (CRCL), on the other hand, is up 13% over the same period.

Part of the pressure on Gemini’s stock may stem from its financials. The company posted a $283 million net loss in the first half of 2025, following a $159 million loss in all of 2024. Despite raising fresh capital, the numbers suggest the business is still far from turning a profit.

Compass Point analyst Ed Engel noted that GEMI is currently trading at 26 times its annualized first-half revenue. That multiple — often used to gauge whether a stock is expensive — means investors are paying 26 dollars for every dollar the company is expected to generate in sales this year. For a loss-making company in a volatile sector, that’s a steep price, and could be fueling investor skepticism.