Piggi - Web3.0 Marketing Stack
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The marketing industry is currently dominated by a few large companies that possess a significant level of influence over the market. As the primary means for marketers to reach a mass audience and for publishers to generate revenue, many entities feel compelled to utilize these centralized giants as their ad networks, despite the lack of oversight and accountability. This leaves both Marketers and Publishers susceptible to exploitation and calls for a fundamental change in the current system.
Marketers often encounter challenges in comprehending the true performance of their campaigns when utilizing ad networks, due to lack of transparency in the analytics provided. Inaccurate or unreliable attribution models can further exacerbate these issues, making it difficult to identify areas for improvement and optimize future campaigns. Click farms, bots, and fake websites can skew the metrics and lead to false conclusions, thus making it challenging to justify the return on investment(ROI) and expenditure associated with digital marketing. Moreover, it becomes difficult to achieve a favorable Customer Lifetime Value(LTV) with respect to Revenue Per Acquisition(RPA).
Publishers have different challenges than Marketers, such as not having Trustable analytics, and losing credibility with their audience when the ads they show don't meet user expectations and negatively impact the customer experience because they are not relevant. The ad networks currently being widely used also take away a huge part of income.
We aim to tackle these challenges faced by the marketing industry by developing our own protocols, UAAP, and NERP. By leveraging blockchain technology and a Reputation/Experience-based system, we offer a reliable and trustless solution that benefits all stakeholders. Marketers can trust in the accuracy, immutability and verifiability of the attribution. End-users are protected from spammy or annoying ads. Overall, the protocols offer a promising solution for creating a safer, more trustworthy more transparent advertising ecosystem.
This paper describes innovative and cutting-edge protocols that utilize reputation-based and trustless attribution methods, which are expected to completely change the way in which users interact with the Web3 environment, users possess both a unique digital identity and distinct behavior patterns. Traditional metrics, such as click-through rates and conversion rates, are no longer sufficient for understanding how users interact with decentralized projects. Unlike traditional Web 2.0 user acquisition methods, the Protocol is specifically designed to leverage the unique characteristics of the Web3 ecosystem, such as decentralization, security, and scalability.
As the adoption of Web3 technology is growing, the demand for a reliable platform that facilitates the seamless discovery of superior decentralized applications (DApps), web3 games, and decentralized finance (DeFi) projects is becoming increasingly vital. The Protocol addresses this need by providing publishers with a reliable mechanism for identifying and promoting quality projects, while also providing Marketers with a measurable and predictable way to launch targeted campaigns.
We enable an open, peer-to-peer, global marketing infrastructure powered by immutable code controlled attribution. This is achieved using a claim-verify mechanism in which a publisher claims traffic that they drove and the marketer validates the claim. The system is developed with high flexibility allowing conventional, unconventional and futuristic methods of marketing to be implemented. As Web3 expands and end user interactions become on-chain events, some marketing processes could ideally be automated by Smart Contracts. However, in cases where a 100% on-chain system is not feasible, trust in the system and other stakeholders is established through the inbuilt Reputation algorithm.
The development of Web 3.0 technologies and protocols was guided by the principle of decentralization. With the introduction of our protocols, we aim to prioritize the user experience and value for stakeholders as a fundamental principle. Furthermore, we endeavor to ensure that all parties involved benefit mutually and foster a sense of community among users.
Network comprises of 3 major stakeholders
Marketers are individuals or entities who wish to promote their products or services to a wider audience.
E.g. Web3 Projects, DApp's, DeFi Apps, etc.
Publishers are individuals or entities that have a sizable viewership and can assist Marketers in reaching a larger audience.
E.g. Communities, DApp's, Web3 Games, DEX/CEX etc.
End users are those who are at the receiving end of the campaigns provided by the marketers on the publisher’s channel. Usually, the end users are the publisher’s followers.

Network of Publishers, Marketers & End-Users
These stakeholders play a crucial role in the network as marketers rely on publishers to disseminate their message effectively and publishers rely on Marketers for revenue to sustain their operations. The network is built on the mutual benefit of both stakeholders and the creation of value for them is central to the ecosystem's functioning.
The fundamental purpose of the protocols is to enable a system for marketing that is completely decentralized. To accomplish this we built these protocols:
- UAAP (User Acquisition Attribution Protocol) ensures Service delivery.
- NERP (Network Experience & Reputation Protocol) focuses on the quality of the service.
The UAAP, or User Acquisition and Attribution Protocol, is a system that enables Transparent and Verifiable attribution for Marketers and publishers. At its core, a claim-verify mechanism is implemented to manage attribution.
The protocol is composed of smart contracts, including the Publisher Manager Contract, Campaign Manager Contract, Campaign Contract, and Holding Contract, that form the on-chain components of the system. They all have different functions ranging from creating a lead to holding tokens until the claim is verified.
The claimer, who may either be a Publisher or a third-party provider approved by the publisher or a piece of code in a Smart Contract, can claim a user that was generated by the publisher. As soon as they do this a predefined amount of tokens will be taken from Campaign funds and held. The verifier, which may be a Marketer or an approved third-party provider, or a piece of code in a Smart Contract, can then verify the claim. The tokens will be transferred to the publisher if the claim is true. If the claim turns out to be false the tokens shall be reverted back to the marketer. This allows for a secure and efficient process for user attribution. In any case, the claimer and verifier, need to get trustable information to make this work. This information can be gathered in a variety of ways including through the use of standard tracking mechanisms, user providing the information in exchange for incentives, on-chain transaction data, a mix of these, or any other appropriate approach.
Additionally, all the data related to the claims and verifications is stored on-chain, allowing providers to perform analysis and gain valuable insights. The UAAP also enables the discoverable creation and funding of leads.
The Network Experience & Reputation Protocol, or NERP, utilizes a decentralized trust system proposed in the study “A blockchain-based trust system for decentralised applications: When trustless needs trust” [1] to manage the reputations of Marketers, Publishers, End Users as well as the Campaigns. Following an interaction, the involved parties are able to give feedback to each other. The feedback may be implicit or explicit. The experience between the two parties is built up from the previous feedbacks between the two. The reputation of a stakeholder is then calculated considering the experience of all other stakeholders with them.
Stakeholders who engage in good practices will have a higher reputation and will be encouraged to stay in the system. In comparison, those who engage in malpractices will have a lower reputation. This leads to the development of a healthy and constantly evolving network. The NERP plays a crucial role in promoting accountability and credibility within the ecosystem, by giving users the ability to make informed decisions based on the reputations of different actors, ultimately leading to a better overall experience for all stakeholders involved.
With the implementation of the aforementioned protocols as the foundation, a diverse range of functionalities are to be carried out by the providers. These functionalities are designed to enhance the project's overall quality. They can be broadly categorized into two groups:
- 1.Providers who offer interfaces that simplify the utilization of the protocol i.e by assisting publishers and marketers in claiming and verifying respectively.
- 2.Providers who leverage the protocol and its associated data to create new applications and functionalities.
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Campaign Creation
The marketer creates and funds a new campaign using the Campaign Manager smart contract. This contract manages the creation and bookkeeping of campaigns. A new Smart Contract for that particular campaign is then created. This is called the Campaign contract. This contains all the details like Campaign ID, Campaign name, Reward per User, etc. Whenever a campaign has been created or funded the campaign manager contract logs it on-chain. Providers and Publishers can view this.
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Attribution Data Flow
Publishers can then post the leads to their channels where the end users can interact with them. When a user performs an action (Specified by the marketer) the provider layer notifies the Publisher Manager Contract about the attribution i.e User has interacted with a Campaign. The Publisher Manager contract includes a function called ‘claimUser’ which allows a publisher to claim a particular user who has interacted with a specific Campaign. Every claim has a unique ID. When a publisher claims a user, a predefined number of tokens is frozen using the holding contract. The provider layer can then verify if the claim is true or false. The Publisher receives the previously frozen tokens once a claim is verified. In case the claim turns out to be false the tokens are reverted back to the marketer’s fund.
The system will be deployed on zkSync, a cutting-edge layer2 zk-Rollup solution for Ethereum. This choice was made due to zkSync's ability to offer lower transaction fees and higher transaction speeds while still maintaining the same high level of security that Ethereum is known for. This makes zkSync an ideal choice for our system's deployment.
Furthermore, zkSync's compatibility with the Ethereum Virtual Machine (EVM) means that developers who are already familiar with the Ethereum ecosystem will be able to start creating on-chain provider interfaces without any additional learning curves. This makes the deployment much smoother and less time-consuming.
zkSync's handling of Account Abstraction is another benefit of choosing to deploy on this platform. Account Abstraction can be a critical component in the setup of managed accounts between providers and stakeholders.
interface PublisherManager {
function viewCampaignHeldTokens(address _campaign)
external view returns(uint);
function claimEndUser(address _userId,address _campaign)
external;
function rateMarketer(address _marketer,uint _feedback)
external;
function rateCampaign(address _campaign,uint _feedback)
external;
}