Cryptocurrency
Web3’s revolution: Why the digital wallet is the new marketing gold
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
Zoom Meeting Scam: Crypto Users Fall Prey to Potential Russian-linked Hackers
Cybercriminals are once again exploiting trusted tools for malicious gains.
This time, a phishing campaign centered around fake Zoom meeting links has left victims counting massive losses in cryptocurrency.
Fake Zoom Invites Mask Malware
A recent report by blockchain security firm SlowMist detailed a sophisticated phishing campaign targeting cryptocurrency users through fake Zoom meeting links. The attack has reportedly resulted in the theft of millions of digital assets.
It involved the use of a fraudulent domain resembling the authentic one. This site mimicked the genuine Zoom interface to trick unassuming victims into downloading a malicious installation package. Once executed, the malware prompted users to enter their system passwords which enabled the collection of sensitive information such as KeyChain data, browser credentials, and cryptocurrency wallet details.
Upon analysis, SlowMist said that it identified the malware’s code as a modified osascript script. The script extracted and encrypted user data before transmitting it to a hacker-controlled server flagged as malicious by threat intelligence platforms.
The server’s IP address was traced to the Netherlands, and the attackers’ monitoring tools, including logs showing Russian script usage, suggest a connection to Russian-speaking operatives.
On-chain tracking through SlowMist’s MistTrack tool revealed that the hackers’ primary wallet amassed over $1 million, converting stolen assets into 296 ETH. Further transfers led to a secondary address which is now linked to transactions across popular crypto exchanges such as Binance, Gate.io, and MEXC. A complex network of smaller wallets and flagged addresses, including those tagged “Angel Drainer” and “Pink Drainer,” facilitated fund dispersal.
“These types of attacks often combine social engineering and Trojan techniques, making users vulnerable to exploitation. The SlowMist Security Team advises users to carefully verify meeting links before clicking, avoid executing unknown software and commands, install antivirus software, and update it regularly.”
Phishing Scams Hit Alarming Highs
There has been a surge in crypto phishing scams lately. Earlier this month, a fraudulent work meeting link sent via KakaoTalk caused a person to lose $300,000 in cryptocurrency. The malware-compromised funds were transferred to a BingX-associated wallet. The link installed malware and compromised Ethereum and Solana wallets.
Another blockchain security expert, Scam Sniffer reported over $9.4 million was lost in phishing attacks in November alone. Malicious blockchain signatures remain a top threat, as scammers exploit fraudulent transaction permissions to drain wallets, including high-profile thefts exceeding $36 million.
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Cryptocurrency
LINK Dumps by 9% Daily as BTC Falls to $94K (Weekend Watch)
Bitcoin’s price actions at the end of the year are quite underwhelming as the asset tumbled from $97,000 to under $94,000 yesterday and is down by fourteen grand since last Tuesday’s peak.
The altcoins have suffered as well, with many violent price corrections from the likes of AVAX, LINK, SUI, and others.
BTC’s Struggles See No End
The Fed-induced correction began last week as bitcoin dumped from its latest all-time high of over $108,000 to $92,000 in just a few days. It managed to recover some ground last weekend and even spiked to $99,000, but that was short-lived, and the asset headed straight south on Monday.
After another slump toward $92,000, the bull took charge and pushed it to a multi-day peak of just under $100,000. However, this rally was halted quickly as well, and bitcoin started losing value once again in the following days.
After failing at $97,000 yesterday, the bears drove it down once more to under $94,000. Although it has been able to recover some ground since then and now trades above that line, BTC is still more than 2% down on the day.
Its market capitalization has dumped to $1.870 trillion on CG, and its dominance over the alts has retraced to 54.4%.
Alts in Red Only
The alternative coins are deep in red today as well. Ethereum was stopped on a few occasions at $3,500 and is down to $3,360 now. XRP is well below $2.2, while BNB fights to remain above $700. SOL, ADA, DOGE, and TON have produced losses of up to 3%.
Even more painful declines come from AVAX, SUI, LINK, DOT, and HBAR. In fact, Chainlink’s token has plummeted by nearly 10% and is deep beneath $22.
Most lower- and mid-cap alts are in a similar state as well. Consequently, the total crypto market cap has dumped by $150 billion in the past two days to just over $3.4 trillion on CG.
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Cryptocurrency
ChatGPT Weighs in: Can Ripple (XRP) Finally Hit New All-Time High in 2025?
TL:DR;
- XRP went on a wild ride at the end of 2024 but still came short when it was a matter of breaking above $3 and potentially reaching a new all-time high.
- Will that finally change for the asset in 2025? Here’s ChatGPT’s answer.
Can XRP Break Above $3.4 in 2025?
It’s safe to say that the Trump-induced rally after his decisive win in the 2024 US presidential elections benefited some assets more than others. XRP stood quietly below $0.6 but on the hopes that the SEC lawsuit will finally be resolved during a more favorable administration and better regulations, it skyrocketed within several weeks to almost $3.
However, its run was halted there and Ripple’s native cross-border token even slipped below $2 on a couple of occasions. It now stands at around $2.15, which is more than 35% away from its January 7, 2018 all-time high of $3.4.
With just a few days left in 2024, it seems highly unlikely that this record will fall by January 1. But, what are XRP’s chances for a new all-time high in 2025? Well, ChatGPT’s answer was quite bullish, actually.
In the first part, the AI chatbot indicated that numerous analysts and forecasts envision XRP going to $4.5 in H1 of 2025, driven by “factors such as increased adoption and favorable regulatory develpoments.” Furthermore, the AI tool asserted that the asset could shot up to $7 if the aforementioed factors align with better market conditions and investor sentiment.
Nevertheless, it also had a second part to its answer, suggesting that “XRP may underperform in 2025 as investors might shift their focus to newer cryptocurrencies, potentially impacting its growth prospects.”
And Perplexity Says…?
ChatGPT’s rival also outlined XRP’s spectacular price growth at the end of 2024 and highlighted three probable scenarios for the asset for the next year. The conservative one sees XRP stabilizing between its current level and $3. The more optimistic one foresees a price rally to uncharted territory of $4.44 and $5.25.
The more outrageous prediction indicates a run toward $8 by the end of 2025. Such a price tag would put XRP’s market capitalization at roughly $500 billion, which would make it the second-largest by that metric if ETH’s stays the same.
Perplexity mentioned essentially the same factors that could propel a price rally for XRP, including better regulatory landscape in the US, bullish market sentiment across the entire crytpo fieled, and growing institutional adoption. The last part could be fastlaned if the upcoming SEC administration approves a Ripple ETF, just like it did with BTC and ETH in 2024.
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