Coinbase has announced the acquisition of Spindl, an on-chain advertising and attribution platform, in a strategic move to accelerate the adoption of on-chain applications.
The acquisition aims to enhance discovery for developers building decentralized apps (dApps) and bring more users into the onchain ecosystem. Spindl, founded in 2022 by Antonio Garcia-Martinez (AGM), will now operate under Base, Coinbase’s Layer 2 blockchain network.
Enhancing Onchain App Discovery
Coinbase has set an ambitious goal—bringing one billion users onchain. A key part of achieving this is supporting developers who build applications that attract more users into the crypto space. However, one of the biggest challenges for builders is reaching and engaging users effectively.
Spindl specializes in solving this problem by providing an onchain ad tech stack that helps builders scale their reach. By integrating Spindl into Base, Coinbase aims to improve visibility for onchain apps and create a seamless ecosystem where developers can connect with users more efficiently.
In a blog post, Coinbase emphasized the importance of “builder virality” in driving onchain adoption. The company believes that by giving developers better tools to promote their apps, it can accelerate the growth of the entire onchain economy.
The Role of Spindl and Antonio Garcia-Martinez
Spindl’s founder, Antonio Garcia-Martinez, brings deep expertise in ad technology. As an early member of Facebook’s ads team, he played a key role in developing Facebook’s first keyword and audience targeting systems, as well as its programmatic ad exchange (FBX).
His shift to crypto and the subsequent founding of Spindl in 2022 was driven by the need to address the onchain distribution problem that many blockchain builders face today.
With this acquisition, Spindl will continue supporting its existing customers while expanding its capabilities within Base. Coinbase has reaffirmed its commitment to maintaining open standards for both advertisers and publishers, ensuring that the onchain ad ecosystem remains inclusive and decentralized.
Driving the Coinbase Growth Flywheel
Coinbase’s acquisition strategy aligns with its broader vision of spinning the “onchain flywheel.” The company believes that supporting developers leads to more compelling applications, which in turn attracts more users.
As the user base grows, more developers are incentivized to build, creating a continuous cycle of innovation and adoption.
By integrating Spindl’s expertise in onchain advertising, Coinbase aims to accelerate this process, making it easier for developers to gain traction while providing users with better discovery tools for decentralized applications.
A Growing Focus on Crypto’s Global Impact
Beyond this acquisition, Coinbase CEO Brian Armstrong has recently addressed the increasing global attention on cryptocurrency. Discussions at the World Economic Forum have highlighted digital assets as a key topic, particularly in light of U.S. President Donald Trump’s stance on crypto regulation.
Armstrong’s comments reflect Coinbase’s ongoing efforts to position itself at the centre of crypto’s mainstream adoption.
With Spindl now part of its ecosystem, Coinbase is strengthening its ability to support builders, improve onchain advertising, and drive long-term growth. This acquisition marks another step in Coinbase’s strategy to expand its influence in the evolving digital economy.