We're building the performance marketing platform Web3 deserves
Web3 has incredible technology, but marketing hasn't caught up. Most protocols still rely on impressions and vanity metrics instead of measuring what matters: conversions from real users.
Only pay for results
Specify is a performance marketing platform built on one premise: advertisers should only pay for verified onchain conversions, not impressions or clicks.
Since launching in early 2025, we've driven millions in transaction volume for major DeFi protocols, with conversion rates above 1%. Web2 display benchmarks sit near 0.05%.
How we got here
Our team has been working together in web3 since 2021. We started building governance tooling at a DAO, watching protocols struggle with the same fundamental challenge: how do you operate like a real business when most teams are optimizing for token launches instead of sustainable growth?
When that DAO collapsed in 2023, we took what we'd learned and built Outposts, a personalized web3 newsletter that helped people stay current with their onchain activity. We grew it to 20,000 readers, but more importantly, we built the technology to analyze and personalize based on onchain behavior.
The technology we'd built to personalize content could power advertising instead. A few months later, Specify launched.
What makes us different
Only Charge for Conversions
We charge per verified onchain transaction, which you can check yourself. If the ads don't drive conversions, you don't pay.
Onchain Targeting
We target on wallet activity: which protocols someone uses, what they trade, how recently they were active.
Proven Incrementality
We run control-group tests, so you know the ads caused the conversions rather than taking credit for users who'd have converted anyway.
Meet the Team
A small distributed team across Europe and Argentina. Bootstrapped and building something sustainable.
Together we make The Internet Community Company, with Specify as our flagship product.
We learned early that web3 needs to operate more like real businesses with real unit economics. Specify is that philosophy in practice: charge for verified outcomes, and prove the value before anyone scales.
Either way,
you’ll know.
If the results are strong, you scale.
If they’re not, the report shows you why, and you owe nothing more.
All for $1,000, and we run the whole thing.