In recent years, the Internet has changed dramatically and we are currently observing the development from Web2 to Web3. The future of Internet technology lies in Web3 and its promising application possibilities. With the use of Web3, companies and developers can explore completely new ways of creating and offering reliable services.

We are talking about web platforms where users can interact directly with each other and develop applications (DApps) that are decentralised. These technologies will radically change the internet and revolutionise the way we interact online today.

Some of these changes can already be seen now. Others will only come in a few years' time. In this article, I would like to give an introduction to Web3, important aspects and concrete use cases for the digital marketing of the future.

What does decentralised mean?

Web3 is, so to speak, a new generation of the Internet based on decentralised technologies. In contrast to today's Internet, which is controlled by centralised institutions, Web3 is not controlled by any central authority. Instead, it is controlled by its users. This means that users can manage their own data and decide what happens to it. There are no more middlemen or middlemen. Everyone is the master of their own data.

The basic idea behind Web3 is to offer users a decentralised platform on which they can easily communicate with each other and exchange data.

What is a blockchain?

Web3 is based on blockchain technology. This means that data is no longer retrieved from a central server, but is stored in a decentralised manner on many different computers. Everyone has a real-time copy of the data blocks, which are available in a fixed, unchangeable and sequential order - like the links in a chain.

This has several advantages: firstly, blockchain technology is very secure and secondly, it is possible to store and transfer data anonymously.

The disadvantage is the low scalability of classic blockchains such as Bitcoin or Ethereum. High user numbers often place a heavy load on the network. Layer 1 and layer 2 solutions can reduce the network load and scale the blockchain. This is why L2 blockchains such as Polygon, Loopring or Immutable X have been particularly popular for some time.