More than ever, people are concerned about their data: 91% of consumers are concerned about the amount of data that companies can collect about them and 79% of Americans question how companies use their data. Yet, popular methods for digital advertising strongly rely on third-party data practices that often lack transparency or user consent. This status quo is antithetical to Web3, the new iteration of the world wide web defined by the principles of decentralization, transparency and user autonomy. As third-party cookies are phased out and data protection regulations become the norm, brands have the opportunity to generate more trust and meaningful engagement with their audiences, all through first-party data and Web3 capabilities.
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