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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

XRP Prices Hit 7-Week Peak as This Crucial Metric Suggests Further Gains

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There’s an evident uptick in the cryptocurrency market, especially when it comes to altcoins, as many have marked notable gains of up to 5% on a 24-hour scale.

Ripple’s native cross-border token is among the examples, as the asset jumped to $2.4 for the first time since late May today.

XRPUSD. Source: TradingView
XRPUSD. Source: TradingView

One of the possible reasons behind the price pumps in the past few hours could be linked to US President Trump’s call for a massive interest rate cut by the Federal Reserve. After all, riskier assets like crypto should benefit from such a monetary move.

XRP is among the top performers on a daily scale, climbing by nearly 4% and reaching the aforementioned seven-week peak. Moreover, the fourth-largest cryptocurrency has gained over 25% since its monthly bottom at the end of June at $1.9 during the Israel-Iran war.

According to data shared by Santiment, Ripple’s price pump could also be attributed to large investors accumulating substantial portions of its supply. In fact, the number of wallets holding at least a million XRP reached a new all-time high yesterday at 2,743. Today, the number is just shy of that peak, Santiment said.

The analytics platform believes this shows growing confidence in XRP’s future. Additionally, smaller (retail) investors could follow suit by seeing this accumulation pattern by the so-called ‘smart money,’ which might result in further gains for Ripple’s token.

The XRP Army has certainly been vocal about its bullish belief in the asset’s price trajectory, and some analysts have indicated that reclaiming the $2.38 resistance could result in a quick 12% surge to $2.60.

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Bitcoin Price Rises Above $109K as Trump Calls for Biggest Interest Rate Cut in History

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US President Donald Trump continues to state that the nation’s central bank keeps the interest rates too high and urged for another cut.

Unlike the previous similar occasions, though, he was rather radical this time, claiming that the Federal Reserve needs to slash the rates by at least three points.

According to the Kobeissi Letter, the US now pays well over $3 billion in interest alone per day. If Trump’s recommendation is followed by the Fed, then, he said, it would save $360 billion per year.

However, the analysts at Kobeissi said the only debt that matters is the public one, which is at around $29 billion. Their analysis claims that if the rates on that entire amount are cut by 300 bps, the “US could save $290B x 3 = $870B/year.”

“However, refinancing all of this debt immediately would be impossible. Realistically, 20% could be refinanced in year 1 to save ~$174B.”

Although these numbers sound promising, there are certain drawbacks to such a potential rate cut, especially when it comes to inflation. It would be three times bigger than the current record seen in March 2020, when the Fed reduced the rates by 100bps.

The Kobeissi Letter further warned that mortgage rates would drop from 7% to 4% into a market that “has already seen prices rise +50% since 2020.” The analysts suggested that prices can surge by another 25%.

Nevertheless, such a move should be highly beneficial for riskier assets like bitcoin. The cryptocurrency’s price is up by around 1% in the past day, and since Trump’s recommendation, it now stands close to $110,000.

BTCUSD. Source: TradingView
BTCUSD. Source: TradingView
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Threshold Network’s tBTC is Now live on Sui: Ushering in a new era for Bitcoin DeFi

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[PRESS RELEASE – Texas, United States, July 9th, 2025]

Key Takeaways:

  • Resolving Bitcoin’s Utility Paradox: tBTC on Sui Eliminates the Choice Between Security and Utility.
  • Web3 Benefits with Web2 Ease: Experience Bitcoin DeFi with 400ms finality and near-zero fees on Sui’s high-performance network.
  • Unprecedented Capital Efficiency: Bitcoin liquidity flows freely across an ecosystem of protocols, maintaining deep liquidity without fragmentation.
  • Complete Bitcoin DeFi Suite: Immediate access to trading, lending, and leveraged DeFi strategies through tBTC, backed by 1:1 Real Bitcoin.

tBTC Meets Sui: Liberating Bitcoin from Digital Vaults

Threshold and Sui have announced a major integration to bring tBTC, the leading decentralized Bitcoin asset, to the Sui blockchain, engineered for mass adoption. This collaboration unlocks access to over $500 million in Bitcoin liquidity for Sui’s high-performance DeFi ecosystem, known for its near-zero fees, sub-second finality, and exceptional capital efficiency.

Threshold Network’s tBTC is a decentralized, trust-minimized onchain version of Bitcoin that preserves Bitcoin’s core principles while enabling liquidity across DeFi ecosystems. Now live on Sui, tBTC empowers users to trade, lend, and engage in advanced DeFi strategies within a secure, scalable environment, with transaction finality as fast as 400 milliseconds.

Sui will be the first non-EVM chain to support direct minting on the Threshold app, expanding accessibility and reinforcing its position as a premier destination for Bitcoin liquidity. On Sui, tBTC can participate in DeFi strategies within a high-speed, scalable environment—from trading and lending to more specialized use cases, such as serving as collateral on protocols like Bucket, while preserving its core properties.  

“Bitcoin was designed to be used, not locked away,” says Callan “Sap” Sarre, Co-founder and CPO at Threshold Labs. “With tBTC on Sui, we’re combining the security of threshold cryptography with a high-throughput network to create a new standard for Bitcoin utility.

The integration will expand Sui’s growing Bitcoin ecosystem across four Sui-native protocols:

  • Bluefin: Trade tBTC across select pairs and unlock additional APR rewards.
  • Bucket: Save, spend, and explore Bitcoin-powered DeFi with ease.
  • AlphaLend: Access advanced lending pairs and APR% rewards by supplying tBTC.
  • AlphaFi: Enable high-leverage BTC DeFi strategies with auto-looping vaults.

Additionally, users can also mint tBTC directly on Sui via the Threshold dApp, providing a secure and easy access point to BTCFi. Key benefits of tBTC on Sui include:

  • Sub-Second Finality: Transactions complete in 400 milliseconds.
  • Eliminate Fragmentation: Move Bitcoin seamlessly between protocols with near-zero fees.
  • True Sovereignty: No reliance on centralized custodians.
  • Web3 Power, Web2 UX: Fast, cheap, and user-friendly.

Lastly, Wormhole will serve as the key interoperability provider for tBTC’s expansion to the Sui network. A dedicated bridge enabling users to move tBTC from other networks to Sui will soon be available on the Portal website. This integration will streamline cross-chain activity, making it easier for users to access Bitcoin DeFi across various ecosystems, including Sui, Ethereum, and others.

“We’re excited to support Bitcoin’s growth on Sui through Wormhole’s cross-chain infrastructure,” said Robinson Burkey, Co-Founder of Wormhole. “This integration advances Bitcoin’s interoperability and unlocks new DeFi opportunities while preserving the security and decentralization users expect.”

Enhanced Bitcoin DeFi Experience

Bitcoin DeFi is thriving on Sui, with a significant portion of Sui’s TVL now composed of BTC-backed assets. Since February 2025, a substantial amount of Bitcoin volume has flowed into Sui-native protocols. The integration of tBTC will strengthen this ecosystem by:

  • Unlocking seamless Bitcoin liquidity on Sui through direct tBTC minting.
  • Supporting leveraged DeFi strategies without compromising decentralization.
  • Delivering frictionless DeFi interactions backed by industry-grade infrastructure.

As the world’s most valuable digital asset gains momentum and utility, Bitcoin expands beyond serving as a store of value to power decentralized finance (DeFi) applications.

Strategic Three-Month Campaign

To support the launch of Threshold’s tBTC on Sui, Threshold and Sui are kicking off a three-month campaign to facilitate long-term adoption. The initiative includes protocol-level developer support and ecosystem-wide activations to ensure the Bitcoin Standard flourishes in modern DeFi applications. This also includes limited-time incentives on select Sui DeFi Protocols, namely Bucket, AlphaLend, and Bluefin.

“BTC is expected to bring a massive amount of Bitcoin liquidity to Sui, creating a bridge that truly matters for institutions and everyday people who love Bitcoin,” said Adeniyi Abiodun, Co-Founder and Chief Product Officer at Mysten Labs, the original contributors to Sui. “This integration opens another door to accessible, sovereign BTCfi participation.

Getting Involved

Bitcoin was never meant to sit idle. With tBTC on Sui, it won’t have to. Users can get involved in this campaign by:

Learn more about Sui and the Threshold Network at sui.io and https://threshold.network, or follow them on X at @SuiFoundation and @TheTNetwork.

About Threshold Network

Threshold Network is the decentralized protocol behind tBTC, a fully non-custodial, 1:1 Bitcoin-backed asset secured by a 51-of-100 threshold signer model. tBTC enables native BTC to move across chains like Ethereum, Base, BOB, and Arbitrum without requiring custodians or compromising security. With over $ 500 M in TVL and over $ 3.6 B in bridge volume, Threshold offers the most battle-tested, trust-minimized Bitcoin infrastructure in DeFi. For more information about Threshold Network, users can visit https://threshold.network.

About Sui

Sui is a first-of-its-kind Layer 1 blockchain and smart contract platform designed from the ground up to make digital asset ownership fast, private, secure, and accessible to everyone. Its object-centric model, based on the Move programming language, enables parallel execution, sub-second finality, and rich on-chain assets. With horizontally scalable processing and storage, Sui supports a wide range of applications with unrivaled speed at low cost. Sui is a step-function advancement in blockchain, providing a platform on which creators and developers can build amazing, user-friendly experiences. For more information about Sui, users can visit https://sui.io.

Disclaimer: This press release contains forward-looking statements that involve risks and uncertainties. Actual results may differ materially from those discussed. Nothing in this press release should be considered investment advice.

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