Targeting
Specify only serves ads when we know the user’s wallet address. That single attribute shapes everything about how our targeting works.
Instead of guessing at interests from cookies or browsing history, we target on the one signal that actually matters in web3: what a user has done onchain.
Onchain behavioural targeting
Every targeting decision on Specify is grounded in verifiable onchain activity — swaps, loans, bridges, mints, stakes, and more.
An advertiser isn’t buying “users who might be interested in DeFi.” They’re buying users who have demonstrably used comparable products.
Targeting by project
Advertisers can target users based on the projects they’ve interacted with onchain.
- 10,000+ projects supported across major EVM ecosystems
- Missing a project? Request it — we add new projects on demand
- Pre-launch verification — before every campaign, we manually confirm our targeting definitions capture the right user base, with no false positives from forks or unrelated contracts
Targeting competitors and adjacent products
Project-based targeting works best when you think of it as a map of your niche.
The strongest campaigns usually target:
- Direct competitors — users of other DEXs if you’re launching a DEX, users of other lending protocols if you’re launching a lending protocol
- Adjacent products — tools and platforms your ideal user is likely to already use (a perps trader probably uses specific wallets, aggregators, and analytics tools)
- Complementary protocols — products that sit upstream or downstream of yours (a new liquid staking token might target users of the lending protocols where it’ll be collateral) If you’re not sure who your closest competitors or adjacent products are, we can help map them out before the campaign launches.
Narrowing by chain
Project targeting can be scoped to specific chains.
If a protocol is deployed across multiple networks but you only want users who interacted with it on Arbitrum, or only on Base, targeting can be narrowed accordingly. Useful for chain-specific incentives, new deployments, or products that are only live on certain networks.
Exclusion targeting
Serving ads to users already active in your product is wasted spend.
By default, we apply a 45-day lookback window to exclude wallets that have recently transacted with your project. Ads are served to new and lapsed users only, which makes each impression more efficient and keeps acquisition costs focused on genuine growth.
The lookback window can be adjusted up or down depending on your product’s natural usage cycle — a weekly-use product might want a shorter window, a long-tail product a longer one.
Post campaign
Targeting isn’t a one-time decision. Once a campaign concludes, we analyse the results and suggest refined targeting for the next round.
How we refine depends on the goal:
- Optimising for volume — we broaden toward adjacent projects and segments that showed meaningful engagement
- Optimising for conversions — we narrow toward the highest-converting segments and suggest lookalike projects whose users share behavioural patterns with your best cohorts
Campaigns tend to get more efficient over time, not less.