Educating legacy brands on Web3 — Lauren Griewski // Permission.io

Lauren Griewski, Chief Revenue Officer at Permission.io, discusses cryptocurrencies and Web3 advertising. Occurrences like the Facebook-Cambridge Analytica data scandal have left consumers wary of the way platforms like Google and Facebook handle their personal data. As consumer trust in these platforms continues to wane, we see brands moving towards creating value rather than extracting it for themselves. Today, Lauren talks about educating legacy brands on Web3.
About the speaker

Lauren Griewski

Permission.io

 is a little camera shy

Lauren Griewski is Chief Revenue Officer at Permission.io

Show Notes

  • 02:19
    Web3s disruption of advertising
    Web 2.0 was all about the platforms extracting value from their users and exploiting that data for profit. Web3 is about brands creating value for consumers vs solely extracting value for themselves.
  • 04:45
    Trends pushing people towards Web3
    In addition to GDPR, the cookie less era and changes to regulation of consumer data are coming. Apples stance on permission has resulted in high ad costs less platform access to first-party data.
  • 07:12
    Web3s transformation of marketing 101 tactics
    For now, advertisers will continue to use Web 2.0 models. To develop trust and transparency with the consumer, advertisers will need to build relationships consumers can opt into and out of conveniently.
  • 09:26
    Blockchain technology in advertising and marketing
    Blockchain technology promotes decentralization while providing transparency. Essentially, blockchains are immutable, so they are a source of unalterable truth.
  • 10:43
    Advertiser and consumer interest in Web 3.0
    As consumer use of crypto wallets increases, more advertisers are becoming willing to take the risk. Ultimately, opt-in rewards drive higher levels of engagement than non opt-in rewards.
  • 12:40
    How brands can transition into Web3 and permission marketing
    Look through the funnel to determine where cryptocurrency could be a suitable reward. Essentially, start with transforming the existing assets, then add the crypto opt-in call to action.
  • 14:09
    How Permission.io handles consumer PII
    Permission.io provides consumer data that enables you to develop customer profiles and those relationships. Data from Google and Facebook will only inform the advertising run on those platforms.

Quotes

  • "Apple's given us a great PSA around the idea that you must ask permission for data. It's resulted in the advertiser paying more for advertising and platforms not having access to the data they once had." - Lauren Griewski

  • "Cookies are going to rest in peace as we move into 2023 and beyond. So, advertisers and digital marketers are all concerned about how theyll get zero-party data.” - Lauren Griewski

  • "Web3 isnt just about creating data pools, and spraying your ad messages at them. It's going to be about collaborating with the consumer so they can take ownership of the brand with the brand." - Lauren Griewski

  • "The blockchain is immutable, which means you can't argue with it, it's truth. If you owned an asset before I owned it, I would know forever that you were an original owner of it." - Lauren Griewski

  • "When we add an opt-in reward and look at that against trying to have a user take action on a non-opt in reward, we see a 400% greater engagement." - Lauren Griewski

  • "All we do is repurpose the assets that a brand may have and add the call to action. So, if you're asking a consumer to learn more, we say, learn more and earn crypto." - Lauren Griewski

  • "The value of the data that we provide is 100X more valuable than your data going into a big algorithmic pool data lake that Google and Facebook have." - Lauren Griewski

About the speaker

Lauren Griewski

Permission.io

 is a little camera shy

Lauren Griewski is Chief Revenue Officer at Permission.io

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