Web3 finance company 3thix announced today that it’s partnering with Avalanche on a new ad-tech layer, which would offer advertisers a decentralized means of obtaining consumer behavioral data without compromising privacy or protections. This follows 3thix’s $8.5 million fundraise, led by Xsolla, earlier this year to help 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 users’ privacy provided by Apple’s protections. 3thix champions an ethical approach to game monetization and in-game transactions, and says this would allow users access to better ads while allowing advertisers to remain compliant with privacy laws.
This ad-tech solution would be built on Avalanche’s Layer 1 blockchain which allows transaction finality and privacy. Andrew Cooper, Avalanche’s head of games, said in a statement, “3thix’s decentralized ecosystem revolutionizes in-game transactions using blockchain. Users earn rewards, advertisers get precise targeting, and developers monetize better, creating sustainable value for all.”
Timothy Tello, 3thix CEO, said in a statement, “The unified platform, along with Avalanche’s industry-leading smart contracts technologies, is miles ahead of competing projects. Through this partnership, we are creating a blockchain-verifiable web of relations that defines how partnerships work and function in the imminent future.”