The internet as we know it is undergoing a major transformation. Web3, the new generation of the internet based on blockchain technology, promises transparency, decentralization, and greater user control over personal data.

This shift has a huge impact on digital marketing, as traditional platforms like Google and Facebook may no longer dominate advertising. Web3 introduces new models of promotion, consumer interaction, and content monetization.

In this blog, we explore how Web3 is changing digital marketing and how brands can adapt to this revolution.

1. What is Web3 and why is it important?

Web3 represents the next phase of the internet, based on blockchain technology, smart contracts, and decentralized applications (dApps). Instead of centralized intermediaries (Google, Facebook, Amazon), Web3 enables direct transactions and greater privacy for users.

Main characteristics of the Web3 internet:

• Decentralization: Data is not controlled by a single company but distributed across a blockchain network.

• Greater privacy: Users decide which data they want to share.

• Tokenization: Digital assets and rewards (NFTs, cryptocurrencies) become part of the user experience.

Example: Instead of using Google Ads for promotion, a company can use blockchain technology to directly engage with consumers through tokenized rewards.

2. Decentralized identity: The end of cookies and user tracking?

Traditional digital marketing relies on cookies and user tracking to target ads. However, Web3 brings decentralized digital identities (DID), allowing users to control their data without intermediaries.

How does this change digital marketing?

• Ads are no longer based on third-party tracking but on voluntary user participation.

• Brands must offer value for consumers to willingly share their data.

• Campaigns rely more on blockchain-based verification instead of cookies.

Example: Brave Browser allows users to earn BAT tokens for watching ads instead of being forcibly served traditional digital advertising.

3. NFTs in marketing: A new way to engage audiences

NFTs (non-fungible tokens) introduce a completely new type of interaction between brands and consumers. Instead of traditional discounts or loyalty cards, brands can offer exclusive digital collectibles that provide additional benefits.

How brands use NFTs:

• Exclusive access: An NFT can be a ticket to special events, VIP clubs, or premium content.

• Rewards and gamification: Customers can earn NFTs as a reward for loyalty or engagement.

• Unique digital products: Fashion brands can offer digital clothing collections for the metaverse.

Example: Nike launched CryptoKicks, NFT sneakers that owners can use in the digital space.

4. DAO organizations: The future of brand communities?

DAOs (Decentralized Autonomous Organizations) are a new form of online communities that make collective decisions through blockchain.

How does DAO change marketing?

• Brands can create DAO communities where customers have voting power over future products and strategies.

• The community decides on promotional campaigns and loyalty programs.

• Users become co-owners of the brand and receive rewards for their contribution.

Example: Friends With Benefits is a DAO community that brings together creators and artists, where members collectively decide on projects and content.

5. Web3 advertising: Decentralized ad networks

Traditional advertising depends on intermediaries like Google and Facebook, which control ad placement and pricing. Web3 changes this by introducing decentralized ad networks that allow direct connection between advertisers and users.

Advantages of Web3 advertising:

• No intermediaries – lower costs and greater transparency.

• Users receive part of the income for interacting with ads.

• More personalization without invasive tracking.

Example: AdEx and Basic Attention Token (BAT) are Web3 advertising platforms that allow users to earn tokens for watching ads.

6. The future of influencer marketing in the Web3 era

Web3 opens the door to a new model of influencer marketing where content creators are no longer dependent on big-platform algorithms.

How Web3 changes influencer marketing:

• Creators can monetize content directly through cryptocurrencies and NFTs.

• Fans can invest in their favorite creators by purchasing their tokens.

• Reduced dependence on Instagram and YouTube algorithms.

Example: BitClout is a blockchain platform that allows people to buy influencer tokens, where token value increases with the creator’s popularity.

Brands and marketing professionals who adapt to this shift will gain an advantage, while those who ignore Web3 risk falling behind the competition.