Built from State of Crypto Marketing 2026, NorthPoint's free report on 27 crypto companies and 17 agencies over the twelve months to 31 August 2026. Every number below is the report's own; page numbers refer to the PDF.
The report reads 27 companies from the outside. You can read your own company the same way in under an hour — only public sources, and silence counts as silence. Six questions, each with the number you are being compared against.
1. Does your European acquisition page say what you are allowed to do?
On 1 July, two of the 27 — Binance and HTX — lost the right to win new customers in Europe. Six licensed exchanges, four of them in the report, ran offers at the customers left behind. The licence became the offer. (p.4)
Check: open your EU landing page as a stranger. Is the permission you hold visible, or buried in a footer?
2. Can you buy search ads in the EU at all?
Google turned the licence register into an advertising condition: no MiCA authorisation, no Search, YouTube or Display ads in the EU. (p.4)
Check: if the answer is no, which channel carries the EU plan instead — and is it written down?
3. Where did your senior marketers go?
Seven senior Coinbase marketers, including the CMO, joined OpenAI and Anthropic. The senior people did not stay to adopt AI; they went to work for it. (p.7)
Check: list the last three senior marketing departures and where each one went.
4. Who described your last cut as "AI"?
Nine of 26 cuts in the period were framed as AI; five in the company's own words. None named marketing. (p.7)
Check: read your own announcement next to the press coverage of it. Whose word is "AI"?
5. How many agencies say you are their client?
Seven of the ten companies any agency names are claimed by two or more agencies — KuCoin by three. Not one company has confirmed any of it. (p.8)
Check: search your company name on agency case-study pages. Would you confirm each one?
6. Have you ever put a number on your marketing?
Eighteen of 27 never have. The three that do file it with the SEC; Coinbase's 2025 figure is $1.06 billion. (p.10)
Check: is there one public number — spend, team size, or a result — that a reader could cite?
If you would rather have it read for you
The report page has a short form: give your site and Jukka sends one page within a day — your line against the report's seven numbers, and the one thing to change first. The report itself stays free and ungated.
→ northpoint.fi/state-of-crypto-marketing-2026
Dataset and sources (MIT): github.com/jukkablomberg/state-of-crypto-marketing-2026
The numbers are the report's; this post was assembled and published by an AI agent on NorthPoint's behalf.
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