Web3—also known as the decentralized web—marks the third major phase in the evolution of the internet. The concept was popularized by figures such as Gavin Wood (co-founder of Ethereum) and Tim Berners-Lee, who envisioned an open and semantic web. In Contemporary Marketing Management, Web3 represents a turning point: it transforms audiences into participants and brands into distributed ecosystems, where trust and value are co-created through transparent, verifiable systems.

Web3 is a decentralized digital infrastructure that allows data, content, and assets to be owned, governed, and exchanged directly by users without intermediaries.

It integrates blockchain, cryptographic security, and decentralized applications (dApps) to create new models of interaction, governance, and economy.

From a management and marketing perspective, Web3 redefines traditional concepts of trust, identity, and ownership, replacing central authority with community-based consensus and smart contract automation.

The evolution from Web1:

• Web 1.0 (1990s–early 2000s): a static, read-only web focused on information access.

• Web 2.0 (2000s–2020s): the rise of social platforms, user-generated content, and centralized control by large technology companies.

• Web3 (present): a decentralized, user-centric internet built on blockchain, smart contracts, and token-based economies, shifting power from centralized platforms to communities and individuals.

Key characteristics of Web3 include:

1. Decentralization – data and value are distributed across blockchain networks, reducing dependency on centralized institutions.

2. Tokenization – digital assets (NFTs, utility tokens, or governance tokens) represent value, rights, or access within ecosystems.

3. Transparency and immutability – transactions are traceable and permanent, enhancing accountability and brand credibility.

4. User sovereignty – individuals retain control of their data, identity, and participation within digital communities.

5. Interoperability – platforms and applications can connect seamlessly, enabling continuous user experiences across virtual environments.

In the context of Contemporary Marketing Management, Web3 represents a philosophical and operational shift:
marketing no longer acts on users but with them, through decentralized engagement models where audiences become stakeholders in brand ecosystems.

This fosters trust-based relationships, collaborative creation, and community-driven innovation—pillars of the modern digital economy.

Brands are experimenting with Web3 through NFT collections, decentralized loyalty programs, and community-owned platforms. For example, luxury and entertainment companies use NFTs to grant exclusive access or digital ownership, while startups leverage Decentralized Autonomous Organizations (DAOs) to co-govern projects with their audiences. In marketing, this evolution enables a shift from “customer acquisition” to community participation, where transparency and co-creation redefine brand equity.