One powerful data-privacy innovation Web3 could bring to digital advertising is user-owned identity and consent through decentralized identity (DID) and zero-knowledge proofs.

🔐 Why It’s a Game-Changer for Consumers:
Privacy by Default: Instead of advertisers harvesting user data, users control exactly what to share — if anything — using DIDs.

Selective Disclosure: Zero-knowledge proofs allow users to prove they’re in a target group (e.g., over 25, based in Europe, into fitness) without revealing their actual data.

No Surveillance: This breaks the surveillance ad model by removing the need for cookies, trackers, or centralized profiling.

Incentive Flip: With self-sovereign data wallets, users can opt in and get paid for their attention or insights, turning passive exposure into active participation.