Imagine launching your first startup as a teenager—only to be abruptly “de-banked” by your major payment service provider. For Layer3 founder, Dariya Khojasteh, that early frustration shaped his belief in the power of open and censorship-resistant systems. In our recent conversation, Dariya shared how that experience guided him into crypto, why he thinks on-chain marketing is about to explode, and what founders can learn from his journey.
From Debanked Teen to Crypto Believer
Before college, Dariya was creating iOS games and apps, trying to earn a bit of money online. But at just 14, he was locked out of PayPal—no explanation, no recourse. That taste of censorship lit a spark. By 18, he was exploring Ethereum as a “world computer” and dreaming of a new digital landscape where user data was both open and pseudonymous.
What hooked him on Ethereum was the possibility of transparent, user-owned data—the dream that targeted advertising could be more efficient and less predatory if all activity was on-chain. Instead of trusting walled gardens to share or sell user data, a protocol could simply reference open on-chain transactions to find the right audience.
The Genesis of Layer3
Fast forward a few years, and Dariya found himself deep in DeFi Summer, collaborating with token-based projects struggling to acquire and retain users. Having spent a fair bit of time managing ad campaign dashboards for the apps he had built, it was easy for him to see the similarity. The many protocols that issue tokens as “customer acquisition dollars” in search of metrics and users. Often these projects had scattershot approaches with limited success—airdrops, liquidity mining campaigns, one-off promotions. Dariya realized these tokens could be deployed more strategically to drive real, desired actions on-chain. That insight became Layer3: a performance-marketing platform where protocols can reward users (or even automated agents!) for specific blockchain interactions.
As Dariya explains, “There’s going to be 100,000 of these companies, each with their own tokens, all trying to bootstrap liquidity and user activity. Layer3’s mission is to connect them with the right users at the right time—ensuring tokens are distributed for tangible protocol goals.”
Tokens as Fuel for Behavior
One of the most compelling aspects of Layer3 is that it cuts out the noise of vanity metrics. Rather than simple airdrops based on wallet addresses, Layer3 helps protocols define meaningful actions—like providing liquidity on a new chain, testing a new DeFi product, or engaging in NFT marketplaces. Users who perform these tasks get rewarded, and protocols only pay out for genuine conversions.
This aligns well with what Dariya calls the “action–reward primitive”: the idea that tokens should be used to pay for valuable on-chain actions, not just as speculation. Over time, as AI agents and real users interact with smart contracts, this on-chain marketing loop could become the new standard.
Lessons in Building (and Fundraising)
Like many startup founders, Dariya’s journey came with setbacks. Early on, he learned to “take the capital when it’s available,” recalling a moment in 2022 when a post-Luna crash and FTX upheaval made fundraising tougher. He also discovered the importance of selective hiring. Rather than scale a massive team quickly, Layer3 grew deliberately—ensuring each new hire was a 10x contributor who enhanced the entire culture.
Another big lesson? Don’t overbuild for a single ‘big logo’ customer. In crypto, the real objective should be repeatable, productized solutions. Chasing custom requests too eagerly can derail the roadmap and erode your broader vision.
The Road Ahead
Where is Layer3 heading next? Dariya envisions a hub much like Google or Facebook Ads—except here, the “ad” is an on-chain incentive. Whether it’s a chain wanting to boost liquidity or a DeFi protocol introducing a new feature, they can tap into Layer3’s distribution network, define a desired action, and reward successful takers. Over time, a native token will power these interactions, allowing communities to govern how tokens are spent and who gets to launch campaigns.
Ultimately, Dariya hopes Layer3 becomes the top-of-funnel for all on-chain actions. Just as you might “Google” something before you shop, you might check Layer3 for the best incentives or newest opportunities before you make a move in crypto.
Closing
In an industry driven by hype cycles and speculation, Layer3 stands out by focusing on tangible, user-driven utility. Dariya’s story—starting out as a teen app developer who just wanted fair access to online payments—reminds us why crypto matters at its core: empowering individuals with open infrastructure. If you want to see how crypto marketing and user acquisition might evolve in the coming years, check out our video interview with Dariya and learn firsthand how Layer3 is reshaping on-chain engagement.
Watch the full interview to hear Dariya’s insights on fundraising, team building, and the future of token-driven marketing.