'Web 4.0' and the blockchain: What are they and why should brands care?

This article looks ahead to the 'fourth age' of the internet - Web 4.0 - which will be characterised by the digitisation of everything in the 'internet of things' and mass scale data collection, including through wearables.

'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 –...