The dawn of the metaverse raises new questions about user protection and data-driven advertising. This new world is hinging on immersive technology that could allow companies to collect new kinds of personal information and even biometric data.
In a worst-case scenario, Web3 and the metaverse could be just as bad for user data security as are the Web2-based business models most of us love to hate, maybe even worse. How do we as an industry avoid falling into the old trap of surveillance capitalism?
Web3 technology itself holds the key to answering these questions and mitigating the risk. There are different definitions of what Web3 actually is; one key definition is that data should reside on the user or client-side, not on the server-side. The latter is the prevalent model of today and the main reason why the user is not in control of her data.
Web3, on the other hand, is the exact opposite – the user is in control of the data through everyone’s wallets. But being in control also
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