'Web 4.0' and the blockchain: What are they and why should brands care?
Jean-Paul EdwardsOMD
The internet's story can, arguably, be broken down into a series of ten-year mini-epochs, each of which describes the nature of the network – or web – developing within it.
During the first age, in the mid-1990s, mass use of the internet took root as PCs became widely used and search engines emerged as the primary way to find information.
The second age, in the early-to-mid-noughties, witnessed the growth of social media as home broadband, and then mobile internet services, gained scale.
We are...