The web3 finance company 3thix has announced a partnership with Avalanche, a leading blockchain platform, to introduce a new decentralized ad-tech layer aimed at web3 gaming. The collaboration focuses on providing advertisers with privacy-conscious consumer behavioral data, offering a solution that respects user protections while enabling targeted advertising.

This move follows 3thix’s $8.5 million fundraising round earlier this year, led by Xsolla, a gaming payment service provider. The raised capital was designated to help 3thix develop solutions for monetizing web3 games, and this new initiative appears to be a key part of that strategy.

3thix Logo and Slogan

Decentralized Identity for Advertisers (IDFA)

At the core of the partnership is the development of a decentralized Identity for Advertisers (IDFA). This blockchain-based tool will allow advertisers to deliver more targeted and personalized ads without breaching the privacy standards enforced by companies like Apple. 3thix emphasizes that this solution balances both advertiser needs and user privacy, helping advertisers remain compliant with global privacy regulations such as GDPR and CCPA.

The IDFA is designed to align with 3thix’s ethical approach to game monetization. By using decentralized data and maintaining privacy protections, users will receive more relevant advertisements while advertisers can ensure compliance. According to 3thix, this balance represents a significant step forward in providing value to all stakeholders in the gaming ecosystem—advertisers, developers, and players alike.

Revolutionising In-Game Transactions

Avalanche’s Blockchain Infrastructure

The ad-tech solution will be built on Avalanche’s Layer 1 blockchain. Known for its ability to provide fast transaction finality and enhanced privacy features, Avalanche is an ideal partner for a decentralized advertising platform. Avalanche’s head of games, Andrew Cooper, expressed his excitement over the collaboration, noting that 3thix’s decentralized approach is set to revolutionize in-game transactions.

The platform will enable users to earn rewards, advertisers to achieve more precise targeting, and developers to better monetize their games. Cooper further emphasized that the partnership would create long-term value across the gaming ecosystem, as it allows developers and publishers to benefit from sustainable monetization methods.

Gaming on Avalanche

A Unified Platform for Web3 Gaming

3thix’s CEO, Timothy Tello, highlighted the importance of the partnership in advancing web3 gaming technologies. He praised Avalanche’s smart contract technologies, emphasizing that this unified platform will set new standards for blockchain-based advertising in gaming. Tello stated, “Through this partnership, we are creating a blockchain-verifiable web of relations that defines how partnerships work and function in the imminent future.”

The collaboration is expected to not only improve the transparency of ad transactions but also redefine how partnerships in the web3 space are formed and operate. This decentralized model presents a significant departure from traditional, centralized methods of managing ad data.

3thix CEO Timothy Tello

Final Thoughts

The partnership between 3thix and Avalanche represents a meaningful shift in how consumer behavioral data can be leveraged within the gaming industry. By offering a decentralized ad-tech layer, both companies aim to improve the monetization of web3 games while maintaining strict privacy protections. As the gaming industry continues to evolve, solutions like this may become integral in ensuring the long-term sustainability of web3 games, benefiting users, developers, and advertisers alike.

Source: GamesBeat