‘Web3 as a Marketing Tool’ is the eighth episode in our Digital Download series.

In this series we discuss topical issues in the digital and tech world and give you our expert views on the legal issues they give rise to. In episode seven Lizzie Williams chats to Josey Bright and Shayna Patel about the mysterious world of Web3 and the metaverse, and how it can be used as a marketing tool for advertising agencies and brands.

1:45
Q1 Why are marketeers and brands so interested in Web3?

2:20
Q2 What are the main ways in which Web3 is being used by brands and marketeers at the moment?

4:50
Q3 What is the difference between buying space in the metaverse and buying advertising space in the physical world?

8:30
Q4 When buying advertising space in the metaverse, which considerations should advertising agencies have in mind?

Host:

• Lizzie Williams – Lizzie Williams is a Senior Associate in the Dispute Resolution Group at Harbottle & Lewis. She advises on corporate, commercial and individual disputes, with a focus on disputes in the technology, media and entertainment sectors. Lizzie has a particular interest in disputes relating to innovative technologies and digital transformation.

Guest:

• Josey Bright – Josey Bright is an associate in our media and entertainment group, specialising in advertising and marketing arrangements. Josey has particular experience advising on creative agency and media buying agreements, as well as ad production agreements and agreements for influencer services, content production and adtech platforms. She also advises on general advertising regulation and consumer protection compliance and prize promotion terms, as well as on data privacy aspects of marketing and digital media.

• Shayna-Radhika Patel – Shayna Patel is an associate in our media and entertainment department, and advises on technology, advertising and data. In particular, Shayna advises on a broad range of commercial agreements as well as on intellectual property, digital advertising/AdTech and data protection. Shayna has particular experience advising on data protection and data privacy matters, general commercial contracts and the commercialisation and use of various technologies including AI, blockchain, the use of NFTs and the metaverse, particularly in the context of brand engagement, digital marketing and advertising. Shayna also advises in relation to apps, digital media and online safety including online safety regulation and ICO’s Children’s Code advice.

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For more information on our Digital & Technology Group visit our website www.harbottle.com/digital-tech

Music: The Right Direction by Shane Ivers - https://www.silvermansound.com

Edited by: Eduardo Dinis Productions

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