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Web3 finance company 3thix today announced that it is working with Avalanche on a new ad technology layer, which would provide advertisers with a decentralized way to obtain consumer behavior data without compromising privacy or protections. This follows 3thix’s $8.5 million fundraising campaign, led by Xsolla, earlier this year to monetize Web3 games.
According to 3thix, this new blockchain-based solution would provide advertisers with a decentralized identity for advertisers, or IDFA. This would allow for more targeted advertising, but without compromising user privacy afforded by Apple’s protections. 3thix advocates an ethical approach to monetization of games and in-game transactions, saying this would give users access to better advertising while allowing advertisers to remain compliant with privacy laws.
This ad-tech solution would be built on Avalanche’s Layer 1 blockchain, which enables transaction finality and privacy. Andrew Cooper, head of games at Avalanche, said in a statement: “3thix’s decentralized ecosystem is revolutionizing in-game transactions using blockchain. Users earn rewards, advertisers get precise targeting and developers generate better revenue, creating sustainable value for everyone.”
Timothy Tello, CEO of 3thix, said in a statement: “The unified platform, together with Avalanche’s leading smart contract technologies, is miles ahead of competing projects. Through this partnership, we are creating a blockchain-verifiable web of relationships that will define how partnerships work and function in the near future.”
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