Web3: What is it, why does it matter, and how can brands get involved?

Brands are increasingly experimenting in cryptocurrency, non-fungible tokens (NFTs) and blockchain; the habitat in which all these elements coexist is known as “web3”.

“Web3” seems to be the term on every marketer’s lips.

On the one hand, it implies total digital decentralization, an internet run on blockchain, a vision of the future where we operate in self-determined communities united by individual stakeholding, rather...

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