Meet Mylo

Cookies are dead. First party opt-in data is so in.

Summary.

Mylo (fka Hive) is our biggest bet on the future of marketing. Conceived of as your internet best friend, Mylo is an AI powered evolving digital companion that you can raise, train, and play with, and connect more and more unique data to, in order to level up, gain XP, and eventually received personalized rewards.

We believe that as cookies continue to lose relevance, first party opt-in data will become more and more important, and Mylo allows any digital user to own and monetize their own data in a fun way.

Mylo is currently in a private alpha, so we have chosen to only share our thoughts on The Opportunity below, and not publicly disclose much more about our proposed solution and product until we feel ready to go fully public.

The times are changing.

The entire digital marketing stack that we know today was built on centralized platforms like Facebook & Google, giant centralized data brokers that freely monetize users' data and violate privacy, at scale, without the users reaping any direct reward.

Billions of dollars go straight to Big Tech, and while users receive more personalized experiences, they have no say or upside in how their data is spent, shared or used.

Furthermore, as cookies become deprecated due to privacy laws, businesses reliant on Big Tech are seeing an immense amount of their ad spend (15-35%) wasted on ad fraud, further decreasing their Return on Ad Spend.

In the face of these existential challenges for digital marketing, first party opt in data is becoming increasingly valuable, and through new technologies like blockchain, we see a world where users will be able to own and monetize their own data directly with brands.

Global digital marketing market size is $322B+. It is a GIGANTIC market with countless billions being spent on digital marketing and media spend every year.

$508B+ was invested in marketing technology in 2022. Combined with the $600B+ in annual digital media spend, the industries that we are building in are enormous. Even a market share of 0.1% of the digital media advertising industry represents $600 million in annual media spend per year.

It's time for new solutions.

We are at an interesting transition point between Web 2 & web3. Meta, Google, and all the Big Tech players that have created the modern digital marketing paradigm are at full scale and trying to figure out new revenue opportunities to continue scaling.

Cookies are increasingly less relevant, and innovation has stagnated in regular tech, with fewer and fewer unicorns and truly interesting or revolutionary technologies coming to market.

Web3 native marketing tools and platforms are exploding in popularity. From onchain analytics companies like Spindl to wallet-verified ad networks like Hype Labs, every corner of the traditional Web 2 AdTech ecosystem is getting a web3 facelift.

However, the problem we see with existing web3 MarTech products is that they are too crypto native, and could benefit from innovative UX/UI, and a more human-centered value proposition, for the masses.

It is still incredibly early for the future of marketing, and we are exited to be the ones thinking about how we built products that speak to mainstream audiences and leverage onchain tech that has been abstracted into the background.