Layer 2 Stage | How Web3 Revolutionized Advertising Through the Power of Community

Captions as YouTube publishes them, usually machine-generated, so product and people names can be misheard.

1. 0:04

   great here we go so our next talk is going to be from anelie Young from collab land she's going to be talking about how web 3 revolutionized advertising through the power of community she's coming to us from Denver Colorado and a fun fact about anelie she actually gave acting lessons to Tony Danza so pretty pretty multi multifaceted lady here please welcome anelie um let's see yes you can hear me it wasn't acting lessons it was acting

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   advice and it was actually um really quite embarrassing it just happened I don't know I just kept talking and talking and then like what am I doing he has like a Tony and a Oscar I don't know um it it was silly but I did it anyway so that gives you a little tip off into what I'm like all right well today I'm going to be talking about how web 3 will defeat web 2's advertising dystopia my God that's a mouthful isn't it so pretty much I'm going to tell you why web 2 sucks and why we're winning and why we

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   should keep winning so that's kind of my um subtitle to that um I am Angelie young I am the co-founder and the CCO of collab land you may have used collab before we are a token gating uh Community Management System we started on Telegram and then Discord and now you can do token websites and really take it with you into your web app wherever you want um so that's colland we started in 2018 and as a social recovery contract wallet and had a few pivots along the

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   way and then cand as a product started taking shape and gain adoption in 2020 so we are um yeah three and a half years old now so it's very exciting and we actually uh Incorporated near in May of 2023 so new to near for integration but not new to near in terms of our love for the ecosystem and the platform itself all right so we're going to start with this how do you make a talk interesting well I was I've been thinking a lot about how to make a talk interesting and

5. 2:13

   the one thing I came up with for this is like understanding that there's a hero and a villain and so in our situation it's pretty similar I'm going to be using Hunger Games as our little metaphor throughout and we've got president snow here he represents web 2 he's greedy he's heartless he's extractive he's entrenched we're used to it and it's become a dystopian Society where Bots are following us around

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   cookies are following us around everything we're doing watching us selling us what they think we should have praying our on our insecurities like wrinkles or belly fat and showing us that over and over and over again until we think that we need to buy those things so that's where we are living right now so could we call it a dystopia yes we're in it now and then we have Katniss our hero she's resourceful she's

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   inclusive she's community-minded and she's inspired part of it is in order to be in this space right now we have to be inspired like we don't have everything we don't have the support of our governments we don't have support of our financial institutions we don't have much support anywhere if you think about mult or media right right now what people say about us they're all hopping on this SBF story they hopped on the teruna collapse like the bad stories and

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   I think Rolling Stone had an article just recently that said like nfts are dead and that 95% of all nfts are trash so the popular conversation around crypto is negative so in order to be here and not be counted out we have to believe in ourselves similar to Katniss back in district 12 so what is it about web 3 that is going to win first I'm going to talk about a little bit about decentralization and what that really means in the advertising space so

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   instead of platforms for example Facebook where they own all your data they own all of my photos of my children they own all our Halloween parties and they own all my birthday parties and they own their first steps and their first day of school that's not data that belongs to me it's data that belongs to them if they decide to deplatform me if they decide to kick me off of Facebook

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    fun fact I'm not on Facebook but it's a perfect example um then they can do it they can also slice and dice my data they can decide when I was at uh yosd and what I did there and sell that to somebody they can decide where I was between March 2021 and may 2021 and sell that I can be sliced and diced and pulled apart and put into different groups and they can sell me to the highest bitter and that's what happens when you have centralized data but what do we have with blockchain we have decentralized data which means

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    everything that I do on the blockchain anybody can see anybody in this room could see which means there isn't a single point a single person that can sell it for me and that's what makes it so special it can't be taken away from me but it also can't be used against me and if it is being used against me it's because I'm choosing to participate in the system when I participate on a platform where they own my data then

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    although I'm doing all of the work it's the moments of my life that I'm spending editing my photos creating the captions responding to all the comments that work that I'm doing online is being monetized now what I imagine for web 3 is that when we want to be advertised to we will be able to participate in that system and we will get to decide if someone is sending me something I get to decide if I want to tell somebody about it or not so

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    decentralization in that way allows us to not have a single gatekeeper over our data which is incredibly special next is better online experiences we've got more chains we've got more Builders and we have more choices in this world we are not going to be uh coming to people deciding to put advertising before between our wallet and our transaction can you imagine I was thinking about this last night like if metam Mas decides to put

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    some b-roll before I send or receive tokens I'm just going to use another wallet and it happens on all the evm chains then I'm going to move to another chain right now we're in a situation where there's so many people that are building in this space and which is why we need to encourage multi-chain and encourage every new project that comes out there cuz it keeps making us better it's that

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    siloing of um siloing of activities and siloing of platforms that end us putting us in a situation we're kind of beholden to whatever we have to get right compared to this situation where we're going to be able to um try out different places and try out different different processes and try out different apps right now and also we're a cautious Bunch like when I think about what we we have a Twitter spaces that we do every Thursday with collab land and one of the

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    things we talk about is not foming we tell people don't ever if somebody says to you do this right now click it right now you if you don't take this opportunity right now you're going to lose run far far away and show of hands when's the last time someone in this room saw a Twitter ad and said ooh that looks like a good idea like it just doesn't happen and so in the same ways in the old system where they could just advertise us and keep advertising to us it's almost like we have a natural repulsion to it which I

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    think puts us in a really really great p position to try to fight off the old web 2 advertising when I imagine it myself I think like I have a direct DET like a detector and the detector in web 2 I never read the privacy policy I would keep clicking through all the time but now I do not or at least we uh pretend to care about privacy policies in a way we didn't before which I think is really compelling so the old system of just show it to us over and over and over again if anything we're going to be

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    repulsed by it and we should use that as an opportunity to want more to ask for more like we're trying to build this new balance between the consumer and The Advertiser and let's try to use that to our advantage now considering we're not going to be the types that just fall for an ad and creators have options in the old way we were in a situation where advertising was kind of the only way to do it I mean if you think about YouTube right like originally it was like okay you can sell advertising and when you have

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    advertising then you can make some money but within crypto and within blockchain there are different ways to make money thanks to token gating which that's caban we created that back in 2020 and it's opened up an entire new world for communities for Tok to for all kinds of tokens and nfts you have token gated access a quick story about that with NBA topshot they had a project called um

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    cool cats and when they created a token gated room for Co cats the project or the token price went up because now all of the sudden the tokens themselves had access to a group well that's kind of spurt on an entire cottage industry of token gating you have exclusive IRL events you have to be a holder to attend you have merch token gated merch stores where if I if I'm a holder of that token then yeah I get to buy that special pudgy penguin sweatshirt and you also have increasing the community size you

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    know I was thinking about the brands that have been joining our space lately and what is the benefit of these luxury Brands why are they here and part of the reason luxury brands are here is because you won't be able to afford that $5,000 handbag maybe maybe you can but if you want to start getting a relationship with future consumers then you can grow that Community size with digital assets

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    and so there's so many more opportunities to reach consumers at any stage maybe they aren't ready to join the full-fledge project maybe you can't afford a board ape but maybe you can afford a mutant ape or maybe you can afford a dog there are lots of different opportunities and there's so much more that Yuka is doing as well but there's so many more opportunities there to grow your community and start build building

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    a relationship with people within crypto than in the old way and new ad models will emerge so what do we do when these old models aren't working anymore what are advertising what are they going to do and we want that money you know I think a lot about advertising dollars it's a huge business Bill multi-billion Dollar business they're the ones that spend the most on Super Bowl ads we want a taste

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    of that money we need it in crypto right like we need fresh blood here and so one of the things that people can do and I have it down there as as number three you can check it out which is because I know I'm running out of time now but anyway is sponsoring sponsoring behaviors that matter to us with collab land we've Incorporated 4337 and we have a couple of new initiatives that are going to come out where you're going to be able to do transactions within your

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    community and because of 4337 outside parties a third party is going to be able to sponsor those transactions which means buying and selling NF te's which means tipping each other trading all of that is going to be able to be sponsored by a third party and if I get a note that says Pepsi paid for my transaction then is that's something that I want to do anyway like yes that's meaningful add dollars to me like I am going to feel more comfortable

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    about possibly drinking Pepsi Next time over Mountain Dew or Coke because you know what last week they paid for me to send $5 usdc to him or her and so it's going to feel special and I'm going to want to I'm going to have good feelings about somebody who's actually paying for something I want to do so that's just one example but of course loyalty points loyalty clubs and airdrops are always nice I'm not going to say no to airdrops so any Advertiser out there yeah we like the airdrops

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    too oh my gosh transparency and advertising so this isn't necessarily from the um user perspective but what we get with transparency and advertising advertising itself is a broken system so not only are we like going to set up a situation that's more advantageous to us as consumers however for advertisers and web 2 it's a broken system it's all spammy they the websites are boded constantly they're paying out millions of dollars to scammers who put up fake

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    websites and run the banner ad and then have it botted to death it happens on Twitter to us all the time it still happens but because of that there's motivation for web 2 advertising to move to web 3 we have a real opportunity here where the incentives are aligned the incentives are aligned for them because they know they don't actually they can't tell if it's an actual human being or

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    not and we have proof of humanity I mean gitcoin passports a great one but there's so many different projects that are working on proof of humanity right now and once we can prove proof of humanity then advertisers are are going to want to actually get their message into the minds of real human beings and so not only is it that we can demand more and we can get what we want out of that relationship but they're going to

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    get what they really want which is loyal actual human beings looking at their products and that's it so I am Angelie young um you can find me angel collab Doland is my email on Twitter and on where else am I warcast and maybe Instagram if you're interested in non-w work stuff I'm dama deoa it's a lady from Boulder in Spanish um yeah so definitely come up to me afterwards if you want to talk about advertising mainly the point I'm trying to make is like this is a really special

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    time like we're all here because we're Believers and we care about the future like there's so many things right that are going for our space right now and there's so many things that people are going to want about what we're doing right now like if I there's one message I could give to all of you it's like absorbing the power of what's possible like not only within each other but even with third parties outside like

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    advertisers and let's not shy away from advertising because like I said it's a lot of money and we need it we could use it however when you're dealing with advertisings don't be afraid to be assertive about what our ethos are and what we value because like the balls in our court here and I have a little Co app um my com's team made this for me so I'm not really sure how it works but if you'd like to try it and then if it doesn't work then I can give you a pen so you can come find me afterwards thank

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    you