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 means handing out data when or where needed, and a key technology enabling the control of personal data is so-called decentralized identifiers or DIDs.
DIDs are designed to decouple from centralized registries
DIDs have already been standardized through W3C and some blockchain projects are working on implementing the standard to be used by ordinary blockchain, Web3, and metaverse users.
According to the DID standards documentation, DIDs are
“a new type of identifier that enables verifiable, decentralized digital identity. A DID refer to any subject (e.g., a person, organization, thing, data model, abstract entity, etc.) as determined by the controller of the DID. In contrast to typical, federated identifiers, DIDs have been designed so that they may be decoupled from centralized registries, identity providers, and certificate authorities. Specifically, while other parties might be used to help enable the discovery of information related to a DID, the design enables the controller of a DID to prove control over it without requiring permission from any other party.”
One of the blockchain projects deeply involved in developing and implementing DIDs is Ontology. Ontology is a public blockchain project that helps other projects to put reputation and decentralized identity in front and center; things like data management, data sourcing, integrating data from different feeds and locations, and with a focus on cross-chain collaboration as well.
The metaverse changes the way audiences engage
To help us understand the risks, and how to minimize those risks of surveillance capitalism in Web3, CryptoSlate talked to Erick Pinos, America’s Ecosystem Lead at Ontology. Erick is also President of the Blockchain Education Network (BEN), a seven-year-old global network of blockchain clubs, students, professors, and alumni.
According to Pinos, what sets Ontology apart is the tools and the infrastructure to manage digital identities, and manage data – storing data and keeping it privacy-preserving for the user – that Ontology develops and provides to others.
“I think the metaverse is going to change the way audiences are engaged because up to this point it’s been very straightforward – here is the product and the service you can chose to interact with or not – but now with the metaverse, especially when we get more into things like VR and experiments with AR, now we’re interacting with these services in a 3D space, as opposed to just see it on our screen,” Pinos says.
This is going to change the relationship between the consumer and the product or service, because the consumer can feel it’s a tangible thing that’s right there in front of her, especially for VR. Even today, people are able to spend some time in these virtual worlds and just hang out. That has already changed the way that people interact with others and with these services.
Collecting data in a 3D space
Services in a metaverse virtual world can collect user data by seeing user behavior, instead of just ...