For decades, product developers have relied on tech giants like Facebook and Google for marketing, often sacrificing cost without reaching their target audiences. The traditional advertising industry is projected to exceed $1 trillion in revenue by 2025, yet many ads do not align with user interests and feel spammy. To counter this, Web3 protocols are emerging to improve product-user matching through tokenized rewards and data ownership models. Brandon Kumar of Layer3 emphasizes that traditional platforms fail to provide value to users, leading many to turn to Web3 applications that offer tangible benefits. Layer3 aims to incentivize high-value users based on their on-chain data, thus enhancing retention and improving user experience. Similarly, Intract focuses on targeted incentive distribution, leveraging reputation and proof of humanity features to filter out low-quality users. Additionally, Jonathan Bozanquet from Playa3ull Games believes video games can disrupt traditional advertising by integrating brands seamlessly into the gaming experience. The future points toward a decentralized advertising landscape where users receive more value while companies reduce reliance on centralized platforms.

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