Web2 and Web3 tracking platforms don't need to know your identity to use your data and influence your behavior.
If you want to be sure you're not a pawn on somebody else's chessboard, here's what you need to know. 🧵
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I've been in media and marketing for well over a decade. Using data to inform your decisions is the gold standard everywhere now, and rightfully so.
I've used multiple trackers, pixels, growth hacks, and ad targeting platforms to understand the users and optimize distribution.
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For example, in the pre-GDPR era, there were hacks like with LinkedIn pixel that showed you who entered the website by their profile—full name, CV, all of it. You had a list of warm leads that the sales team could engage with.
LI blocked that feature eventually.
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Users have been anonymized in most trackers anyway, but GDPR enforced this. Today, you cannot have online tracking that allows for user identification.
You only get data if the dataset is large enough that users become "statistics", not individuals.
So we gucci, right?
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Not quite. Your behavior data, even if applied statistically, matters. It's your identity, too.
Here's an essay from @KubaKulesza_ that dives deeper into this topic:
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Platforms won't know that you're Jane Doe, but they'll know that you're a new mom, aged 25-34, in the upper-middle class, living in Austin, TX. And many other of your traits.
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That same pattern was the basis for the Cambridge Analytica scandal. Behavioral data from millions to sway voters via psychographic profiles.
Is Web3 free of that? You're just an address, right?
May 20, 2025 · 11:08 AM UTC
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Some platforms, like Addressable, are very useful for marketers but don't allow you to break out of the chessboard as a web3 NPC.
It analyzes wallets and their behavior, matching them with social media profiles, so one can run a campaign for DeFi users X, for example.
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So again, data like what you hold, what DeFi protocols you use, and which CEXes you use becomes the input to show your personalized ads.
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As marketers, we need tools to tell about our products to the audiences that would benefit from them. But this audience should have a way to opt out.
Targeting behavior is the same or even more effective way of targeting YOU.
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What to do to opt out in web3,?
→ app.common.fi and you're out. Especially if you keep the proper privacy hygiene.
You can also wait for @Common__App Mobile and make it your go-to wallet once it's released.
Break the behavior trace. Be like Jason Bourne. And chill!
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