By Greg Smith

ADWEEK

When computer scientist Tim Berners-Lee first submitted his 1989 paper, “Information Management: A Proposal,” his boss, Mike Sendall, wrote “vague, but exciting” on it by way of endorsing what was the blueprint for the World Wide Web.

Two decades later, Berners-Lee and others are formulating what can be called the third generation of the Web, the “semantic Web,” or “Web 3.0.” I know, I know, most of us are still trying to deal with Web 2.0 as part of a very confusing marketing landscape.

Here’s a quick primer for marketers:

Web 1.0 (the information Web), the one we all know and love, is straightforward. It’s full of content that we can surround with ads, mainly in the form of banners. Many marketers look at this as an extension of offline media — print and television. Sadly, they tend to use it the same way.

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