Let’s start with your background — how did you get into crypto?
I’ve spent over 20 years building cybersecurity products in Israel across government, the private sector, and startups.
Crypto started as a hobby. I began trading in 2016 and found it more exciting than traditional markets — higher volatility, higher stakes.
I also built mining rigs back then, running multi-GPU setups to switch between networks depending on profitability.
But the biggest push came from my cybersecurity work. I was securing APIs for major crypto exchanges.
Most people assume hacks happen through wallet breaches, but many involve exchange APIs, where attackers trick systems into signing fraudulent transactions.
That experience shaped how I view crypto infrastructure and security.
What do you think about the recent Bybit hack?
It was a wake-up call. Some of the practices in play weren’t ideal, especially around multi-party signing and internal processes.
But I admire how they handled it. Transparency and rapid response are key in crisis management. You can’t go dark, not externally and not internally.
You launched Addressable a few years ago. How has your vision evolved as web3 marketing matures?
AI is now central to everything we do. It helps us move faster, build smarter products, and optimise internally.
For example, we use LLMs to tag 1.8 billion wallets, not just by raw transactions, but by activity type. Are they DeFi traders, NFT collectors, perhaps gamers?
We enrich this data by linking wallets to social platforms like Twitter or Reddit, always in a privacy-preserving way.
Internally, we use AI to speed up development. We’ve moved from GitHub Copilot to Cursor, which helps our engineers write full agents and generate production-level code.
On the marketing side, AI grades every blog post for clarity and engagement. In sales, it evaluates call performance and pushes key insights to Slack in real time.
Has your recent $13.5 million raise helped you go deeper with AI?
Absolutely. We raised so we could hire the best people from Microsoft, Meta, and Google. It takes serious talent to make sense of crypto’s chaotic data and connect it to real-world user behavior.
Understanding who’s behind a wallet is one of the hardest problems in web3, and it’s what we focus on solving.
How does your approach to wallet labelling differ from Arkham or other community-based systems?
We’re privacy-first. We don’t use names or emails. Everything’s hashed, whether it’s a Reddit handle or an ad ID.
The goal isn’t to dox people; it’s to solve business problems. Crypto is great for payments but terrible for communication.
We fix that by helping businesses reach the right users, cohort by cohort, without needing to spam or collect emails.
Wallet-based retargeting is one of your latest features. What user behaviour trends are you seeing?
The biggest challenge is re-engagement. Users might install a wallet, use it once, and disappear. Then a hot new token drops, and they miss it.
Our partners want to reach users with relevant updates, like reminding them they’ve staked, used a DEX, or bought an NFT. It’s like user acquisition all over again, but for people who are already onboarded.
What does the actual marketing process look like? Is there an app for users?
No app. Our clients run cohort-based ad campaigns across Twitter, Reddit, web banners, and mobile. What’s changed is the targeting. Before, ads were broad and annoying.
Now, a protocol can reach just DEX users, or users curious about crypto who haven’t used an exchange. This makes marketing far more precise and less wasteful.
You’ve published research on wallet activity in the UAE that showed 65% of wallets were over a year old. Is that a sign of stickiness or onboarding challenges?
Both. Crypto growth hasn’t followed the hockey stick curve we saw with mobile or internet adoption. Many wallets are one to two years old, especially in markets like the UAE, where adoption came early.
But these users are real — they’re buying cars and property with crypto. As regulation catches up, we expect a second wave of adoption this summer.
How do you stay compliant with privacy and data standards?
We’re GDPR-compliant and undergo SOC II audits annually. Every product and process must meet strict standards.
Regulation keeps us honest and allows us to be transparent about what we collect and how we use it.
Do you think wallet-based identity will become the new marketing standard?
Yes, and we’re already seeing protocols embrace it. For the first time, they can understand their user base, where it’s growing, and what users care about.
They can segment like in web2, by region, community, and interest. That level of insight was nearly impossible before.
Has AI surfaced anything unexpected in your data?
Yes, mostly with wallet counts. We expected more users, but AI clustering showed that protocols often have 10x more wallets than actual users.
In testnets, especially, a few people run hundreds of wallets. That kind of wallet farming skews everything. AI helped us spot it early and adjust.
What’s next for Addressable?
We started by connecting onchain wallets to offchain traits. Now we’re flipping that, starting with a website or social audience and helping businesses understand how crypto-ready they are.
Do 2% of users have wallets? Or 10%? That makes a big difference when deciding whether to launch web3 products.
We want to help teams assess that potential and act with confidence.