5 Ways Web 3.0 Will Impact Digital Marketing
SearchCIO, January 31st, 2023
If Web 3.0 can provide greater privacy, more marketing reach and better targeting, the World Wide Web's latest iteration could ease the online customer personalization problem.
Digital marketers are engaged in an ongoing struggle to deliver personalized experiences to consumers. And these challenges will only mount with the impending "Cookiepocalypse." As Google, along with other tech giants, continues to move full speed ahead with plans to retire third-party cookies, marketers are looking for ways to reach customers and deliver relevant content.
Web browsers Firefox and Safari were ahead of the curve in disabling third-party tracking. But even before third-party cookies had started to crumble, Gartner noted that 63% of digital marketing leaders were grappling with personalizing their company's content. More recently, Gartner reported that "most customers want all of their interactions with a brand to be personalized . 'yet' there's an inherent tension between personalization and privacy."