From Web 2.0 to Web 3.0: Implications for Advertising Courses

Abstract

The proliferation of advertising applications facilitated by Web 2.0 technology has changed the way organizations interact with customers. Sites like YouTube and Facebook have caused firms to modify advertising models to take into consideration the value of social media and user-generated content. However, with such content come critical issues about information accuracy, source credibility, and amateurish presentation. Web 3.0 combines human and artificial intelligence to make information richer, more relevant, accessible and timely. This paper describes applications made possible because of the generational changes of the Web and offers educators course content suggestions and experiential learning opportunities for their curriculum.