web3 “ads” will fundamentally mutate from Web 2.0 models for a few reasons:

1. Decentralization forever changed data ownership. Users have greater control over their public data through identity protocols like Farcaster, making traditional targeted agency advertising inefficient.

2. Token-based economies independently create new incentive structures where users will be directly rewarded for their networked attention or participation, e.g. $BRACKY.

3. Smart contracts enable transparent, programmable relationships with verifiable metrics. Uno can go find the best communities to engage ourselves that return the best value back go our users.

Platforms will need to focus on identifying high-converting content across the entire ecosystem, similar to lead generation models.

Capturing this value shifts from attention (impressions/clicks) to actual transactions, and especially so in the age of AI and lack of verifiable humanity.

tl;dr: We’re going from attention-based advertising to value-based monetization with cleaner attribution that apps can self-service over because we’re a mix of antisocial and lazy.