Cryptocurrency firm 3thix has partnered with blockchain platform Avalanche to develop a decentralized ad-tech layer for the gaming economy. The collaboration aims to produce targeted consumer behavioral data without compromising personal information or privacy. 3thix recently secured an $8.5 million investment from video game commerce company Xsolla to support its innovation. The partnership comes as Apple's limitations on Identifier for Advertisers (IDFA) have strained advertisers' ability to effectively target users. Decentralizing IDFA allows for greater user control over data and location, improved security, and more intuitive ads. Avalanche's scalable blockchain technology will be utilized in the development process.



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