We started Specify because nobody could say what a web3 ad campaign returned.
Protocols were paying for impressions, sponsorships, and quests, and reporting clicks. None of that said whether a wallet went on to use the product. Onchain data can answer that, so we built an ad network around it.
Pay per conversion
Advertisers on Specify pay a fee for each wallet that sees an ad and then transacts with their protocol. Impressions and clicks are free.
Since launch in early 2025 the network has attributed tens of millions of dollars in transaction volume to ads, and the best campaigns convert above 1% of impressions. Display ads elsewhere convert at around 0.05%.
How we got here
The four of us have worked together in web3 since 2021, first on governance tooling at a DAO. Most of the protocols around us were planning for a token launch rather than for revenue.
When the DAO shut down in 2023 we built Outposts, a newsletter personalized to each reader’s onchain activity. It reached 20,000 readers, and the system we built to read wallet history is the one Specify targets with today.
Specify launched a few months later. Outposts is still running, and it was Specify’s first publisher.
How we work
Billing per conversion
Each conversion on your invoice is a transaction you can open on a block explorer.
Onchain targeting
We target on wallet activity: which protocols someone uses, what they trade, how recently they were active.
Holdout tests
We hold back a matched group of wallets from each campaign and compare conversion rates, so you know how many conversions the ads caused.
The team
Four people across Europe and Argentina, bootstrapped since day one.
We are The Internet Community Company. Specify is our main product.
We charge for outcomes and ask every advertiser to run a small test before spending more. We would want the same terms if we were the ones buying.
Run a
$1,000 test.
We run it end to end. If it converts, you scale.
If it does not, the report shows why and you owe nothing more.