Peppy Protocol

The measurement and settlement layer for physical-world attention.

Protocol Overview — February 2026

Thesis

Physical-world advertising ($42B OOH) lacks a measurement primitive. Digital advertising has CPC, CPM, CPA. Physical advertising has: nothing.

Peppy introduces CPP (Cost Per Presence) — a verifiable, on-chain measurement unit for physical-world attention.

Protocol Architecture

┌─────────────────────────────────────────────┐
│             APPLICATION LAYER               │
│  Mobile App (React Native) · Dashboard      │
│  Advertiser Tools · Operator Console        │
├─────────────────────────────────────────────┤
│             PROTOCOL LAYER                  │
│  CPP Verification Engine                    │
│  Settlement (PeppyCoin ERC-20)              │
│  Attribution (NFT ERC-721)                  │
│  Identity (Progressive Self-Sovereign)      │
├─────────────────────────────────────────────┤
│            INFRASTRUCTURE LAYER             │
│  zkSync Era (Ethereum L2)                   │
│  Paymaster (Gas Abstraction)                │
│  BLE Beacon Network (DePIN)                 │
│  GPS Verification Oracle                    │
├─────────────────────────────────────────────┤
│             PHYSICAL LAYER                  │
│  Digital Screens · BLE Beacons              │
│  User Devices (Bluetooth + GPS)             │
└─────────────────────────────────────────────┘

CPP — The Primitive

Definition: Cost Per Presence = the price paid for one cryptographically verified instance of a human being physically present within viewing range of a digital screen.

  • BLE beacon broadcasts → device detects (proximity < 30m)
  • GPS coordinates cross-referenced (location confirmation)
  • Dual verification → presence attestation generated
  • Attestation settled on zkSync Era (immutable, auditable)
Settlement split: 50% operator / 30% user / 20% protocol.

DePIN Economics

MetricHelium (Wireless)GEODNET (GPS)Peppy (Attention)
Node cost$500$500$10
Node revenue/mo~$2~$25$50-500
Payback period250 months20 months<1 month
Revenue sourceSpeculative + carrierSpeculative + dataReal ad spend
Peppy has 50x better node economics than any DePIN project in market.

Token Model — PeppyCoin

Supply: 1B hard cap. Chain: zkSync Era (Ethereum L2). Standard: ERC-20.

Pool%Vesting
Ecosystem40%Minted via CPP + operator rewards
Treasury25%DAO-governed post-decentralisation
Team20%12-month cliff, 36-month linear
Investors10%6-month cliff, 24-month linear
Liquidity5%DEX launch
Daily mint cap 1,000,000 tokens. Burns for premium unlocks, gems, staking boost.

Billboard Gems — RWA Layer

Users exchange PeppyCoin for Billboard Gems — NFTs representing fractional interest in physical digital screens.

  • Gem holders receive proportional share of CPP revenue
  • Revenue accrues in PeppyCoin, claimable on-chain
  • Gem value appreciates with network density
DePIN + RWA flywheel: earn → own → compound → retain.

Identity Layer

LevelDataValue Multiplier
0 — AnonymousPresence only1x CPP
1 — PseudonymousPreferences, interests1.5x CPP
2 — VerifiedDemographics, verified attributes2x CPP
3 — SovereignFull self-sovereign profile3x CPP + data marketplace
4 — AgenticAI agent transacts on behalfAgent-to-agent economy
Users control every piece of data. More data shared = higher CPP rate.

Network Effects

  • Supply loop: more operators → more beacons → more coverage → more users → more value → more operators
  • Demand loop: more users → richer data → higher CPP premium → more ad spend → more rewards → more users
  • Ownership loop: more gems owned → more stake in growth → more evangelism → more density
Atomic network: 10-15 screens + 50-100 users in one suburb = minimum viable density.

Traction

MilestoneStatus
CPP prototype (BLE → app → backend → dashboard)Working
Smart contracts (7 contracts on zkSync Sepolia)Deployed
Melbourne billboard dataset (4,213 screens)Scraped
Solution design v1.5Complete
iOS app (CoreBluetooth + CoreLocation)Prototype
Backend (.NET microservices)Architecture
Sydney billboard dataset (4,400+ screens)In progress

Team

Technical focus. CommBank, AMP, Woolies, DePIN experience. Enterprise-grade build quality.

Advisory Needs

  • Token economics — launch strategy, burn mechanics, liquidity
  • Advertising measurement — OOH industry adoption path
  • DePIN operations — node incentives, network bootstrapping
  • Regulatory — token classification, privacy compliance
01/12