23 cents.

What a person's attention was worth. To everyone except the person.

Personal. Raw. Honest.

The Break Room

2019. Melbourne construction site. 6 AM. A tradie scans his card, pours instant coffee, and glances at the digital kiosk we installed.

That kiosk ran campaigns for Australia Post, Cancer Council, Lifeline. He tapped a mental health ad and spent two minutes engaging.

His attention was worth $8.74 to the advertiser. He got a phone charge.

I was the one extracting the value. I built the machines that took it.

The Number That Wouldn't Leave

861 workers tapped on that Lifeline survey that week. 220 engaged with prevention content. Average value of their attention: 23 cents.

COVID killed Chain Block Media. I built LEDPoint to survive. But 23 cents never left.

The Extraction Is Everywhere

When you...Your attention is worth...You get...
Walk past a billboard$3-$30 CPMNothing
Scroll Instagram$235/yr to Meta (US avg)Nothing
Watch YouTube$15-$30 CPMNothing
Sit in a waiting room$8-$15 CPMNothing
$1,000+ per person per year is extracted from your attention. $0 returned.

What If the Tradie Got Paid?

What if every time that tradie walked past a digital screen, his phone recorded it — passively, in the background.

What if the advertiser paid for verified presence instead of estimated impressions. What if 30% went to the tradie.

That's Peppy.

Cost Per Presence

Person walks past digital screen
     ↓
BLE beacon detects phone
GPS confirms location
     ↓
Verified presence → on-chain record
     ↓
Advertiser pays for proof, not estimates
     ↓
50% → Screen Operator
30% → User (the tradie)
20% → Peppy Protocol

100% passive. No app to open. No surveys. No tasks. Walk past screen. Earn.

This Works Right Now

Live demo — real beacon, real detection, real dashboard.

Built and tested. Not a concept. A system.

$42 Billion of Guesswork

Out-of-home advertising: the only $42B channel where no advertiser can prove a single person saw their ad.

  • Advertisers get measurable ROAS on billboards
  • Screen operators get verified foot traffic data
  • People get compensated for their attention

Why Now

  • AI is destroying digital ad channels (publishers losing 20-90% traffic)
  • IAB/MRC released global attention measurement standards (Nov 2025)
  • Crypto UX finally works (no wallets, no gas fees)
The industry is ready. The technology is ready. The people have always been ready.

The Token — Earn, Own, Compound

PeppyCoin (ERC-20, zkSync Era, 1B hard cap)

  • Earn: Presence → tokens. Every day. Automatically.
  • Own: Tokens → Billboard Gems (fractional screen ownership).
  • Compound: Screen earns ad revenue → more tokens → more screens.
  • Burn: Premium features, staking — deflationary.
Not a speculative token. A medium of exchange in a protocol with real ad revenue.

The Identity Promise

Users start anonymous. Share more → earn more. Always your choice. Always your data.

Today: Facebook owns your profile → sells it → you get $0. Peppy: You own it → your agent sells access → you set the price.

It starts with 23 cents. It ends with ownership of your digital self.

The Unfair Start

  • LEDPoint — profitable LED display company = warm screen operator relationships
  • 4,213 Melbourne billboards mapped — Sydney, Brisbane, Perth in progress
  • Team of 6 enterprise engineers from CommBank, AMP, Woolies

The Team

Founder story + enterprise engineering background. Built the machines. Now building the inversion.

The Ask

  • Token distribution beyond crypto natives
  • Ad industry adoption of new measurement
  • Identity platform scaling
0.25-0.5% equity. Monthly advisory. First-look on Seed.

Remember the Tradie

He didn't ask to be monetised. He didn't consent to being a data point. He just walked into a break room.

We can't undo 5,000 years of extraction. But we can make the next dollar flow differently.

Don't look for free.

01/15