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Web3’s revolution: Why the digital wallet is the new marketing gold

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The marketing landscape has shifted in the past few years and is ready for upheaval in the coming few years. Stringent regulations, the retirement of third-party cookies, privacy-conscious Gen Z, etc., will increase customer acquisition costs (CAC). The average CMO will likely shift dollars to pay a premium for higher-quality, zero-party data and to drive higher consumer engagement. 

Amid this evolution, Web3 emerges as a beacon of possibility for the cookie-less internet. The killer application will be the user-owned digital wallet which can reconfigure consumer-brand relationships with an emphasis on privacy.

Key drivers

Rising customer acquisition cost (CAC)

The digital marketplace is more saturated than ever, with countless brands vying for user attention. This has led to an exponential rise in Customer Acquisition Costs (CAC). Companies find it more challenging and expensive to capture and keep user attention using traditional methods. With this ballooning CAC, brands are searching for more efficient, direct and personalized means of connecting with users. An NFT-enabled wallet with unique identifiers is emerging as a new channel of establishing trust in a consumer-owned internet.

Retiring third-party cookies

Google’s announcement of phasing out third-party cookies by 2024 sent shockwaves throughout the digital advertising ecosystem. As one of the dominant players in data arbitrage, this move underscored a seismic shift away from the old guard of browser-based data tracking and towards a more privacy-centric browsing experience. The shift could make it harder for marketers to target, engage and know their consumers.

Privacy-aware demographics

There’s an increasing public consciousness about online privacy with the emergence of new demographic segments and Gen Z’s focus on digital sovereignty. These users demand transparency about how their data is used and are wary of traditional tracking mechanisms, further pushing brands to rethink their engagement strategies.

Upcoming regulations

Global regulators are catching up with the evolving digital domain. From the European Union’s General Data Protection Regulation (GDPR) to the California Consumer Privacy Act (CCPA) in the U.S., governments are imposing stringent rules on data collection, usage and sharing. Such regulatory landscapes require innovative solutions that respect user privacy while ensuring seamless brand engagement.

The digital wallet: Web3’s answer to the cookie-less internet

Faced with these challenges, the digital wallet emerges as Web3’s pioneering solution. So, why is the wallet likely poised to become the new cookie?

Direct connection between users and brands

Using digital wallets, brands can establish a direct, 1:1 relationship with users. Instead of relying on intermediaries and third-party trackers, brands can interact with users in a hyper-personal and meaningful manner. Wallets foster user ownership and trust to enable custom experiences based on genuine user preferences.

Inherent privacy

Digital wallets, at their core, are built on the principles of decentralization and privacy. Unlike cookies that track user activity across the web, wallets give users full control over their data. Brands can only access information if the user permits (opt-in), creating a transparent and consensual relationship, boosting loyalty and combined loan-to-value ratio (CLTV) in a mutual value exchange.

Multi-dimensional utility

Unlike cookies, which serve a primary tracking purpose, wallets are multi-dimensional. Beyond helping with transactions, they can store a variety of digital assets such as offers, experiences, access, NFTs (non-fungible tokens), etc. For brands, this offers a plethora of opportunities to create unique value propositions and experiences. Imagine loyalty programs based on tokenized rewards or exclusive access to digital art for brand enthusiasts.

Long-term engagement

With cookies, user engagement was often transient and fragmented. Digital wallets can foster long-term relationships. By connecting with a user’s wallet, brands can maintain an enduring connection, offering services, products, or experiences over an extended period with better retention rates, and less churn resulting in higher CLTV.

The future of brand engagement

Web3’s promise of a decentralized, user-centric digital ecosystem is slowly coming to fruition. As third-party cookies fade into obsolescence, the digital wallet emerges as a resilient, adaptable and innovative channel for brand engagement in this new era.

Brands willing to embrace this transformation stand to gain a competitive advantage. By focusing on genuine, transparent and long-term relationships facilitated by wallets, they can reduce CAC, enhance loyalty and boost CLTV.

However, brands must embrace open wallets and not create their own silos or custodial wallets. Siloed wallets will merely mean using new technology to drive their old methods of data hoarding and this could diminish user trust.

Open and non-custodial wallets provide chief marketing officers with the unique opportunity to craft brand narratives around privacy and direct engagement, resonating with today’s consumers. Leveraging digital wallets allows for personalized brand experiences and data-driven strategies, offering innovative avenues for engagement across brands and potentially driving more revenue.

Concluding thoughts

The cookie-less internet presents an opportunity, not a risk. It has the ability to redefine and strengthen the connection and trust between consumers and brands. A user-owned digital wallet can become the upgraded and sophisticated replacement for obsolete cookies from the prior incarnation of the internet.

Nitin Kumar is a growth CEO and co-founder at zblocks. He is a recognized leader, author, former consulting partner and VC investor.

This article was published through Cointelegraph Innovation Circle, a vetted organization of senior executives and experts in the blockchain technology industry who are building the future through the power of connections, collaboration and thought leadership. Opinions expressed do not necessarily reflect those of Cointelegraph.

Cryptocurrency

MORI COIN (MORI) Explodes by 300% in a Day: The New Crypto Sensation or a Downright Scam?

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TL;DR

  • The price of the Solana-based meme coin skyrocketed after drawing massive attention across social media platforms.
  • One trader turned $290 into $1.6 million but still holds the position – risky, as the valuation could crash just as fast. Moreover, the token lacks real utility, making the rally purely speculative.

The Impressive Jump

It’s a familiar sight in the meme coin sector: a token suddenly skyrocketing by double or even triple digits in a short period. Today’s best performer is the lesser-known MORI COIN (MORI), whose price has exploded by over 300% on a 24-hour scale, while its market capitalization has surged past $150 million.

MORI Price
MORI Price, Source: CoinGecko

The Solana-based asset is one of the top-trending cryptocurrencies on CoinGecko, and among the most talked-about on the social media platform X. Its rally is driven by considerable interest from traders.

Earlier today, Stalkchain estimated that MORI headed north due to a wave of fresh wallets that were “aggressively buying in.” 

While the meme coin’s rally is undoubtedly impressive, investors contemplating whether to jump on the bandwagon should keep some important notes in mind. For one, MORI was launched by a notorious Russian YouTuber (with over 3.2 million followers) who allegedly runs a massive Darknet marketplace.

That said, many X users labeled the asset as one of the biggest scams in the crypto space. David Crypto Scam Hunter supports that thesis, albeit suggesting that further gains in the future are not out of the question.

Besides its purported connection to a Dark Web marketplace, MORI lacks intrinsic value, and its price is driven purely by hype, speculation, and insider promotion. There’s also limited transparency regarding the token’s supply, developer wallets, or whale distributions. Its marketing strategy mirrors previous pump-and-dump schemes, which have caused crucial losses to investors in the past. 

Early Birds Make Fortunes

Scam or not, MORI (just like many other meme coin that recorded massive gains in its early days) allowed savvy traders to generate substantial profits.

The X account, DexCheck AI, revealed the case of one person (or entity) who turned $290 into $1.6 million by investing in the token. As of this writing, the wallet still holds the position. This is a risky move, as a potential crash could wipe out the paper profits entirely. However, MORI’s bull run might still be in its early stages, and the fortune could potentially grow even larger in the coming days.

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Bitcoin Taps $109K While Arbitrum Explodes by 15%: Market Watch

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Bitcoin is starting the week with a test of the $108,000 level. The primary cryptocurrency also attempted to break above this level during the weekend but failed to do so.

Meanwhile, certain altcoins are charting notable gains, while the majority of the market is trading in the green.

Bitcoin Price Testing $108K

Bitcoin is seemingly attempting to break above the $108,000 level – something that it’s been trying to do for quite a while now. Unfortunately, at least up until this moment, the cryptocurrency has been unsuccessful in doing so. Today, however, it almost reached $109,000 before the sellers took the stage.

The most recent attempt comes amid news that the Japanese comapny MetaPlanet has made yet another Bitcoin buy worth some $108,000 and amid growing expectations that Michael’s Saylor’s Strategy will announce its own strategic purchase.

At the time of this writing, BTC’s price retraced to around $107,700 and it’s interesting to see if it will finally be able to break above this relatively narrow range that it’s been trading within for the past week.

BTCUSD_2025-06-30_12-34-02
Source: TradingView

Altcoins Mixed, ARB Rallies

Today’s heatmap is rather mixed with the majority of altcoins trading mostly flat. However, there’s an obvious exceeption to it all in the face of Arbitrum’s ARB token, that’s up 15% on the day. In fact, it soared by around 20% but has since retraced a little bit.

As CryptoPotato reported, the primary reason behind Arbitrum’s surge today is that there are some rumors that the popular retail-oriented trading app Robinhood might use the network to build its own protocol. Hours ago, the fintech comapny revealed that it will be conducting a fireside chat with Ethereum’s founder Vitalik Buterin and the CSO of Arbitrum’s Onchain Labs – A.J. Warner.

Other than ARB, the majority of other altcoins are trading relatively flat with PENGU, OP, and HYPE up by 3.5% in the past 24 hours – slightly ahead of the curve.

KAIA, Pi Network (PI), and Mantle (MNT), on the other hand, are the worst performers, down 6.1%, 5.4%, and 5.7%, respectively.

Screenshot 2025-06-30 at 12.59.10
Source: Quantify Crypto
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Disclaimer: Information found on CryptoPotato is those of writers quoted. It does not represent the opinions of CryptoPotato on whether to buy, sell, or hold any investments. You are advised to conduct your own research before making any investment decisions. Use provided information at your own risk. See Disclaimer for more information.

Cryptocurrency charts by TradingView.

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Why is the Arbitrum (ARB) Price up Today?

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TL;DR

  • ARB spiked to a two-week high following a combination of rumors and positive factors.
  • While some analysts believe it may rally even further in the short term, the RSI’s ratio of over 80 suggests an incoming pullback could be on the horizon.

The Top Performer

ARB, the native token of Arbitrum, has been the best-performing cryptocurrency from the top 100 club over the past 24 hours. Its price is up an impressive 20% for that timeframe, reaching $0.38 (per CoinGecko’s data).

ARB Price
ARB Price, Source: CoinGecko

Its market capitalization shot to almost $2 billion, thus flipping Official Trump (TRUMP), Render (RENDER), Filecoin (FIL), Algorand (ALGO), and other well-known altcoins. Currently, ARB is the 60th-largest cryptocurrency. 

The most likely reason for the uptrend is the rumor that Robinhood might team up with Arbitrum to build a blockchain platform that enables European investors to trade US stocks. Just a few hours ago, the fintech company revealed it will conduct a “fireside chat” with Ethereum’s founder Vitalik Buterin and A.J. Warner (CSO of Onchain Labs – an entity that stands behind Arbitrum).

Another factor that may have positively impacted ARB’s valuation is the further support coming from Binance. The world’s leading crypto exchange recently announced it will add the trading pair ARB/USDC to its Trading Bots section, although this one is more on the speculative side and not as likely to have fueled any meaningful price change.

More Gains on the Way?

ARB’s surge has garnered attention across the cryptocurrency industry, with several analysts suggesting it may signal the start of a significant bullish trend. One X user envisioned a potential breakout of a certain trendline, which could send the price to $0.50 and beyond. 

Crypto TA King thinks “ARB looks amazing” at its current levels, saying they will “take entry” if the valuation drops to the $0.32-$0.34 range. 

Despite the prevailing optimism, investors should exercise caution because the token’s Relative Strength Index (RSI) has spiked above 80. This is generally viewed as bearish territory, as it indicates that the price has increased too rapidly in a short period and may be poised for a short-term correction.

ARB RSI
ARB RSI, Source: CryptoWaves

 

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