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launches 20 Mint, a free magazine to decrypt blockchain, NFTs and the metaverse driven by virtual typewriters.
We take the opportunity to give the floor every Thursday to a key player in the sector.
Nicolas Jaimes, one of the best specialists in digital advertising in France and editorial director of Minted, explains to us how Web 3 will change the relationship between brands and their customers.
By founding the newsletter and the Minted site a month ago, Nicolas Jaimes made his
update
.
Specialist for ten years in digital advertising, he created for Influencia a participative media with the desire to analyze the changes that Web 3 (innovations linked to the blockchain) will cause in advertising and the media.
More decentralization, less stolen data and reinvented relationships between brands and consumers… It sounds like a slogan, but what's behind it?
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Internet, we know. Web 3, much less. What will one change in the other?
For years, we all participated in growing Web 2.0, but we left the monetization and distribution of content to Google, Amazon, Meta, which today earn tens or even hundreds of billions of dollars a year thanks to our data. .
That's what Web 3 is up against, trying to give control back to users.
Blockchains are rightly presented as a technology that puts an end to the looting of our data. This is a crucial subject for the younger generations…
Is it that important to them?
I would say yes and no.
There is a lot of schizophrenia because, if on the one hand the millennials declare in each study that they attach great importance to the protection of their data, on the other hand they continue to use massively companies that exploit them like Instagram or Twitter .
Who initiated the movement then?
All generations, in fact.
And for me, there are several explanations for this.
There is the regulatory context, the entry into force of the GDPR in 2018 which brought the protection of personal data to the forefront and highlighted the abuses of companies that track us online.
And then there is the action of the tech giants who have launched actions to regulate themselves, proactively but also in reaction to the many scandals that have stained them, such as Cambridge Analytica for Facebook.
And yet it is their very model of operation that is called into question today...
Let's say that with Web 3, we become the own monetizer of our content.
This is called the tokenization of content: for an artist for example, it is the possibility of doing without a platform like Spotify to derive income from his creations.
This is what an artist like Piano King does who can, for example, only give access to his content to fans who have purchased one of his NFTs (non-fungible tokens).
An artist could push the logic even further by attributing to the holders of an NFT a part of the royalties which are linked to this content.
What if you're not an artist?
Today, we see initiatives that are beginning to emerge, often extensions to add to your browser.
Swash, for example, offers the user to install an extension and let it track it.
It collects online behavior data with its consent and sells it to brands or marketing agencies that use it to send relevant advertising.
The promise is to give us back the money generated by our personal data?
Yes, but you have to be measured.
Do not expect to earn millions of euros with your personal data.
Web 3, in this area, will not be a revolution.
You have to distinguish between the data (for example knowing that I am a man between 18 and 40 years old, a sports fan) and the place where this data is used, that is to say the advertising format.
And in this duo between data and advertising, the first is no longer worth anything.
Today, Google, Meta, Amazon provide free data to their customers to bring them home, because their real livelihood is to broadcast advertising.
And those brands that currently get everything for free may not be ready to pay for the same thing tomorrow.
However, many of them seem to be interested in the possibilities offered by these technologies...
Because Web 3 will reinvent the relationship between these brands and their consumers.
Eventually, we can imagine that major brands will give NFTs to the most active consumers to promote their actions.
It could be a Pespi customer who puts a brand poster on a piece of land in the metaverse and earns NFTs as a reward.
Or an Adidas fan who receives clothes for his avatar because he encouraged 100 people to watch an ad.
They could even create governance tokens which are as many voices offered to their ambassadors so that they can influence certain decisions of the company.
What interest for them?
Today, the majority of brands do not have the tools that allow them to identify and reward these customers who are very committed to them.
It is the distributors who act as the intermediary between them and the consumers and keep this data.
Web 3 could change that…
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