The very essence of what Web 3.0 brings to the table is an “intelligent” internet that will be able to understand the needs of the user and react accordingly. Websites and online applications will use information available on the web to adjust the user’s experience, and show him or her, for example, different search results based on past experiences, searches and preferences. This so-called “semantic web” will be achieved by harnessing the potential of artificial intelligence and machine learning and merging it with efficient data mining techniques. The “web” will also be extended to a lot more gadgets, since device-agnostic applications will remove the need for OS-specific ones, and will be able to run on all kinds of devices and home appliances (such as TVs, microwaves, dishwashers, etc.).
Advertising will become smarter and subtler as well, and will be completely integrated in the user’s experience. In other words, Web 3.0 will be intelligent enough to understand what a user likes and will smoothly merge only the advertising messages that are relevant to that person in a non-invasive way. Behavioral advertising may make our browsing and shopping experiences more enjoyable. There won’t be any need to struggle with blocking annoying pop-ups and invasive ads anymore, just to give an example.
The keyword here is “personalization,” and it will come at a very steep price if we are to renounce our privacy to allow Web 3.0 to access all the information needed to understand the context. However, the blockchain may come to our rescue since it will allow us to interconnect and store smart data through decentralized apps (dApps), making every user proprietor of his or her own information once more. Decentralization is, in fact, a core concept in Web 3.0, and some say that it was the bitcoin that signaled the very beginning of this new era. Without the need for middlemen, all individuals will be able to communicate directly, increasing overall security and reducing the risk of data leaks, cyberattacks, DDoS attacks and hacks at the same time. As data will be decentralized instead of stored in large data centers, scalability is going to become an issue of the past as well.