Source: news.google.com
This article is part of a limited editorial series, called The 2023 Notebook, and is designed to be a guide to marketing and media buying in the new year. Explore the series here.
Since computer scientist Gavin Wood coined the term “Web 3.0” nearly a decade ago, the concept has become a mainstream reference for everything from cryptographic and metaverse platforms to emerging technologies like augmented reality and virtual reality. And for all the hoopla and hoopla about Web3 over the past two years, marketers say 2023 will be another year of experimentation amid uncertain budgets and uncertain results.
As companies test various aspects of Web3 technology, more brands like Tiffany & Co., Starbucks, and Nike have moved beyond collectible NFTs in favor of token-controlled trading, loyalty programs…
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