[Data/SDK Proposal 2] Tracking of ETH addresses on Decentraland and Cryptovoxels

Motivations

It is possible to track ETH addresses on Decentraland and Cryptovoxels for the use of targeted advertising. By knowing the kinds of spaces visit it is possible to correlate behaviors to gain more granular insights.

Specifications

Cryptovoxels offers the ability to track addresses via

parcel.on('playerenter', e =>{
  let walletAddress = e.player.wallet 
});

Decentraland offers the ability to track addresses via

import { getUserData } from "@decentraland/Identity"

executeTask(async () => {
  let data = await getUserData()
  let walletAddress = data.publicKey
})

If privacy is a concern the addresses can be hashed with a secret salt or hashed with itself to make it harder for someone to pinpoint the actual address.

Benefits

This would allow the data collected from the beacon to correlate behavior and to cluster the types of users who visit certain parcels offering a way of segmenting users. This gives advertisers a way of targeting desired users on a particular experiences.

Drawbacks

Collecting eth addresses of users can be invasive and this might not be desirable for users. Some mitigating measures is with an added layer of obfuscation to prevent addressed from being tracked directly.