Interest Graph

Interest Graph Definition

An interest graph is a data model that maps users to topics, categories, or behaviors they consistently engage with. Instead of focusing on who the user is (age, gender, etc.), it focuses on what the user is interested in based on their actions over time.

How Interest Graph Works

An interest graph is built by tracking and analyzing a user’s behavior — such as:

• The types of content they view
• The categories of sites they visit
• What they click, search for, or scroll through
• In Blockchain-Ads’ case: on-chain activity and wallet interactions

These behavioral signals are then grouped into interest categories. For example, someone who frequently visits trading platforms, reads token reviews, and interacts with crypto tools may be mapped to “crypto investing” or “DeFi research” interests.

Over time, this creates a dynamic picture of what the user is likely to care about — even as their behavior evolves.

Example of Interest Graph

Let’s say a user:

• Regularly visits websites about stock analysis
• Watches YouTube videos on technical trading
• Holds stablecoins in a wallet
• Clicks on articles about robo-advisors

From this, Blockchain-Ads might assign them to interest categories like:

• “Retail investing”
• “Automated finance tools”
• “Crypto-curious users with capital”

This interest graph helps advertisers reach that user with messaging tailored to those behaviors — such as an ad for a trading app or finance newsletter.

Why Interest Graph Matters in Advertising

Interest graphs allow advertisers to:

• Target based on actual behavior, not just static profiles or lookalikes
• Reach users who are more likely to engage, because the ads align with what they already care about
• Avoid wasted spend, by skipping users with low relevance or low intent

In short: interest graphs improve targeting precision, which leads to better campaign performance, higher ROI, and stronger user engagement.

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