2025: The Year We Bridged the Gap (And What Comes Next in 2026)
One of our partners hit 321% ROAS this year.
That's not a typo. For every $1 they spent, they got $3.21 back in on-chain revenue. This isn't the story of a bull market pump. This is the story of how Web3 marketing finally grew up in 2025, moving from guesswork to engineering.
The Macro Shift: The End of the Tourist Phase
If 2024 was the party, 2025 was the moment the lights came on. The "Tourist Phase" of crypto officially ended. We saw it in boardrooms from London to Singapore: the market stopped demanding "vibes" and started demanding users. The conversation shifted from narrative to math. Projects that used to celebrate 10,000 likes on a tweet suddenly realized those likes weren't depositing capital.
For years, Web3 marketing relied on a "spray and pray" approach. But as capital tightened, the tolerance for vanity metrics dropped to zero. Addressable didn't just watch this happen. We built the infrastructure to make it possible.
The Product Breakthroughs: Engineering the Growth Stack
We didn't just ship features this year. We solved the infrastructure problems holding the industry back, building the complete growth stack piece by piece.
Bridging the Mobile Gap. With 55% of crypto activity on mobile, marketers were flying blind. We launched the first-ever ability to target specific wallet cohorts on Reddit and drive mobile app installs, turning a black hole into a measurable funnel. We also positioned Reddit ads as a strategic feed for AI, future-proofing our clients' brands for the era of ChatGPT-driven discovery.
The "Whale Hunter" Engine. We moved beyond generic "HNWI" targeting and introduced High-Value Wallet targeting. If a user doesn't have the on-chain capital to deploy, we don't serve the ad. This is how you stop paying for bots and start paying for liquidity.
The Complete Growth Loop. We rounded out the stack with a full suite of power tools:
- Retargeting: We brought the most powerful Web2 growth lever on-chain, allowing you to re-engage users who connected a wallet but didn't deposit.
- Premium Programmatic Access: We secured access to top-tier publishers, getting your message seen without the fraud risk of open exchanges.
- The New Campaign Manager: A completely redesigned interface to manage complex, multi-channel campaigns from a single view.
- User Radar: A live view of who you are actually acquiring, separating new demand from returning users so you don't pay for the same traffic twice.
- Addressable API: We gave sophisticated teams the power to plug our on-chain intelligence directly into their own internal stacks.
Global Footprint: Field Notes from the World Tour
We don't build in a vacuum. In 2025, we had boots on the ground everywhere that mattered, keeping our finger on the pulse of the global market.
In Argentina (Devcon), we saw the raw utility of crypto. With $91B in stablecoin volume flowing through the region, we learned that for many, crypto isn't a trade; it's a survival tool. In Abu Dhabi (ADFW & Solana Breakpoint), we planted the Addressable flag in the capital of capital, moderating the "End of Spray and Pray" panel and seeing institutional giants move from curiosity to deployment.
From Token2049 in Singapore and Dubai to Consensus in Hong Kong and Toronto, from Paris Blockchain Week and EthCC to Permissionless, the signal was consistent: the builders who remain are the ones who care about sustainable unit economics.
Where to Find Us in 2026
We're not slowing down. In the first half of 2026, we'll be on the ground at the events that matter most:
- ICE Barcelona (Jan 20-22) - The world's largest gaming and iGaming event. We're bringing wallet-based targeting to a new industry.
- World Economic Forum, Davos (Jan) - Where policy meets capital.
- Consensus Hong Kong (Feb 18-20) - Back in Asia, where adoption is accelerating.
- ETH Denver (Feb 23-Mar 2) - The builder's conference. If you're shipping, we'll see you there.
- Paris Blockchain Week (April) - Europe's flagship crypto event.
- EthCC Cannes (April) - The Ethereum community's annual gathering in the French Riviera.
- Token2049 Dubai (Late April) - The industry's biggest stage.
- Consensus Austin (May) - The main event. Let's talk.
If you're attending any of these, reach out. The best conversations happen in person.
The Data: Proof Over Promises
The biggest victory of 2025? We killed CPC (Cost Per Click).
In a world filled with sophisticated bots, a click is meaningless. We established CPW (Cost Per Wallet) as the new north star metric for the industry. We stopped measuring success by how many people saw an ad and started measuring it by how much capital entered a protocol. The results, like the 321% ROAS case studies we validated for our partners, speak for themselves. For a deep dive into what CPW revealed in 2025 - including analysis of $490k in spend across 45 advertisers and 22.5k converted wallets - read our full Cost Per Wallet Report: Going Into 2026.
Our work on the Messari Report on Stablecoins further proved that on-chain data often tells a very different, more accurate story than social sentiment.
Beyond Crypto: The GTM Expansion
Here's what most people don't realize: the infrastructure we built for crypto works far beyond crypto.
In 2025, we expanded our go-to-market beyond Web3-native projects. This shift is backed by data. Our CPW analysis shows that crypto users have decoupled from the crypto industry itself, monthly active on-chain users hit an all-time high of ~70M, controlling over $1.7T in assets. TradFi, iGaming, and luxury brands can now activate this audience directly.
Think about it: crypto wallets are the most honest signal of financial intent on the internet. A wallet doesn't lie. It shows real capital, real transactions, real behavior. That's valuable to any business that cares about reaching people with actual spending power, not just people who click ads.
This expansion demonstrates something bigger: crypto retail is interesting way beyond crypto. The data layer we've built is becoming relevant to industries that never thought they'd care about blockchain. And that makes Addressable not just a Web3 marketing platform, but a bridge between on-chain intelligence and the broader digital economy.
The Vision for 2026: Integration, Intelligence, and Integrity
If 2025 was about waking up to data, 2026 will be about engineering scale. Our CPW Report makes it clear: the margin for illusion is gone. Growth is now judged by whether users can be acquired on terms that make economic sense. We predict 2026 will be the Year of Integration, where the artificial line between "Web2" and "Web3" marketing dissolves completely. There will just be "marketing," powered by on-chain intelligence.
To lead this charge, we're doubling down on three critical areas:
1. Expansion into High-Volume Verticals
We're seeing massive demand from sectors like Gaming and Casinos. These industries live and die by LTV. We're bringing our precision targeting to help them find whales, not just window shoppers.
2. The New Standard of Integrity
As institutional money flows in, bad actors follow. That's why we're rolling out new fraud detection capabilities, including our Risk Lens. In 2026, we won't just help you find users; we will help you filter out the noise, the bots, and the suspicious wallets so your budget only touches real humans.
3. What's Cooking in the Lab
We're not done building. Here's a sneak peek at what's coming to the Addressable platform in 2026:
- Explainable Attribution: Ever wonder why a conversion actually happened? We're building AI-powered user journey stories that show you exactly how your ads influenced a wallet, from first impression to final deposit. No more black-box attribution. You'll see the full timeline: when they visited, when they saw ads, when they finally converted, and how much they deposited after. It's the context that's been missing from every attribution dashboard.
- AI-Powered Creative Generation & A/B Testing: We're bringing AI into the creative process. Automated creative generation and intelligent A/B testing to help you find winning ads faster, without the guesswork.
- VIP-Targeting Mode: Forget FTD and CPA as your north star. We're building laser-focused targeting for VIPs, the high-value wallets that actually move the needle. This is how you stop optimizing for volume and start optimizing for value.
The Playbook Has Changed
The era of guesswork is over. The era of engineering is here.
We built the bridge between Web2 identity and Web3 value. We killed CPC and made CPW the standard. We expanded beyond crypto into TradFi, iGaming, and FinTech. And we're just getting started.
Are you ready for 2026?
