Web3 marketing firm Addressable has launched a new method to separate real users from bots, enabling businesses to optimize their marketing strategies. Their new Cost Per Wallet (CPW) metric tracks on-chain wallet activity to identify high-value users who are more likely to engage. The goal is to eliminate wasted marketing spend on fake engagement and focus on authentic users. But let’s be honest—will this really outsmart the bots, or are they just getting started?
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