THE WHAT? Unilever Chief Digital & Commercial Officer and WFA Deputy President, Conny Braams has called for collective action from regulators, governments, advertisers, tech companies and people to create a truly decentralised, safe and trusted environment online that puts people first in the next iteration of the web.

THE DETAILS Speaking at the World Federation of Advertisers Global Marketer Week 2022, Braams said that the ‘currency in Web3 is not crypto, the currency is trust’ and that marketers would have the opportunity to engage with consumers in previously unimaginable ways but would need to understand and prevent unintended consequences.

THE WHY? Braams commented,  “This is not the first time the advertising industry is coming together to discuss opportunities driven by the evolution of the internet. It’s not our first rodeo. As we begin to create and invest in the next environment where people spend their time, and their money, we need to be clear on what we are building and what we need to prevent – amongst all the hype – to make sure people don’t have an experience that is riddled with scams.”