Observed Signal · Mar 24, 2022 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Web3 Content Models and Advertising: Control, Loyalty, and BATs
This CMSWire feature examines how Web3's decentralized architecture will reshape content creation, consumption, and advertising. It suggests that brands will need to produce significantly more content, leverage digital collectibles to build loyalty, and adapt to token-based advertising models like Basic Attention Tokens (BAT) in the Brave browser. The article also highlights the shift toward privacy-centric approaches, where user opt-in replaces third-party tracking, and discusses the ethical questions surrounding identity, data, and monetization. Executives from RNO1, Storyblocks, Cosimo Ventures, API3, and MiQ provide insights on the opportunities and challenges Web3 presents to marketers and advertisers.
Provides forward-looking analysis on Web3's impact on advertising and content, relevant to AdTech but not tied to a specific industry event or major platform change.
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Key Takeaways & Evidence Grounding
- Web3 aims to give content creators and consumers more control, bypassing traditional publishers.
- Storyblocks CEO TJ Leonard predicts brands will need to produce 100 times more content for the metaverse.
- Digital collectibles can be tied to real-world benefits, with royalties flowing back to original brands.
- The Brave browser uses Basic Attention Tokens (BATs) to reward users for opting into ads and pay publishers.
- API3 offers a wrapper for Web APIs to integrate legacy Web 2.0 content into Web3 networks.
Connected Companies & Entities
4 Entities mapped“TJ Leonard, CEO of Storyblocks, a royalty-free media provider, told CMSWire that Web3 "will change the content model by requiring brands to ...”
“The Brave Browser and Basic Attention Token (BAT) are pioneering how advertising might work in Web 3.0....”
“Charlie Neer, Chief Revenue Officer at MiQ, a leading programmatic media partner, spoke with CMSWire about the changing economics of the int...”
“Adobe, for instance, is encouraging brands to get started now on 3D designs....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
MiQ's Moe Chughtai on Navigating Total TV Fragmentation
In an interview, Moe Chughtai, Global Vice President at MiQ, discusses how advertisers navigate the fragmented landscape of TV, streaming, social video, and broadcast. He emphasizes the necessity of a unified data strategy and measurement framework that elevates data above individual platforms to allocate media spend effectively. Chughtai highlights the challenge of buying across multiple platforms (e.g., Netflix via The Trade Desk, Prime Video via Amazon DSP, YouTube via Google) and the importance of owning data and using external measurement solutions to avoid blind spots. He also notes YouTube's dominance, with nearly 60% of MiQ's global YouTube ads served on TV screens, and predicts continued opening of walled gardens over the next two years.
TeqBlaze Joins AgenticAdvertising.org to Boost Sell-Side Agentic Ads
TeqBlaze, an independent ad tech vendor, has joined AgenticAdvertising.org (AAO), the nonprofit trade organization behind the Ad Context Protocol (AdCP) for agentic advertising. Since earlier this year, TeqBlaze has been testing AdCP through its Sales Agent MVP, a free environment for publishers and SSPs. The agent allows sellers to add inventory via a simple interface or TeqMate AI prompt, receive requests from buyer agents, and approve or reject deals, with human sign-off required before rendering and invoicing. This membership provides TeqBlaze with access to AAO's working groups and governance. The move underscores the industry's shift toward agent-to-agent selling. TeqBlaze, which joined IAB Tech Lab in 2024, also participates in its Agentic Advertising Management Protocols (AAMP) and ARTF efforts, highlighting the need for interoperability across parallel protocol initiatives.
Chrome Switches to Two-Week Release Cycle Amid AI Security Challenges
Google has officially transitioned Chrome to a two-week release schedule with the launch of Chrome 153 on desktop, iOS, and Android. This change, promised earlier in the year, aims to address the increased volume of security patches driven by AI tools and community bug reports. The shorter cycle reduces the 'N-day' patch gap and allows Chrome to ship features faster, crucial as AI-assisted development spawns new browser competitors. Mozilla, Microsoft, and Brave have already adopted faster two-week schedules, following Chrome's lead. This move also supports Google's experimentation with AI features in Chrome, with the broader web benefiting from Chrome's standard-setting position.
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