Sanpo Yoshi

三方よし, or "three-way good," is a 250-year-old Japanese business principle: a deal only succeeds if it's good for the seller, good for the buyer, and good for society.

Advertising has spent two decades serving one party at the expense of the other two: users who hate ads, advertisers who can't trust their numbers, and publishers who traded their users' trust for revenue. Every product and pricing decision at Specify is measured against all three instead.

The three parties

• The publisher (売り手, the seller). You. You earn top rates because the ads you show are relevant, and you control what runs.
• The advertiser (買い手, the buyer). Web3 projects that pay for users who actually start using their product, not for impressions that went nowhere.
• The user and the wider ecosystem (世間, society). Your users see products related to what they already do onchain, instead of interruptions, and nobody tracks them across the web to make that happen.

What it means for you

• You're paid for quality. A guaranteed base rate on every impression, plus a share that grows with how well your users convert. See Payments.
• No filler. When we have nothing relevant for a user, we show nothing, rather than spend their attention on an ad they didn't want.
• One ad per page. A single, well-placed slot earns more and costs your users less than a page full of them. See Placements.
• You decide what runs. Every ad is reviewed before it reaches you, and you can block advertisers you don't want. See Reputation & Moderation.

Why it holds up in web3

Elsewhere, proving that an ad worked means tracking people across the web. Onchain, whether someone used a product is public and verifiable. That's what lets all three parties win at once.