How can in-house lawyers keep up with—and stay ahead of—the rapid changes shaping the internet’s next chapter? From the dominance of user-driven platforms in Web 2.0 to the decentralized vision of Web 3.0, the role of legal teams is evolving quickly. Web 3.0 legal strategy for in-house counsel is no longer just about compliance. It’s about understanding the technologies shaping society. It also involves preparing your organization for what’s next.
That’s where Duane Valz, General Counsel at Incitro, brings valuable perspective. With a legal career that has spanned the birth of the internet to today’s AI-driven platforms, Duane doesn’t just watch the shifts—he’s lived them. His insights on Web 3.0 help frame what in-house legal leaders need to know. This is critical to navigate both the pitfalls of Web 2.0 and the promises of Web 3.0.
Watch the full conversation with Duane Valz here:
From Web 1.0 to Web 3.0: How Legal Strategy Must Evolve
Duane traces the evolution from Web 1.0—basic, static information sharing—to Web 2.0, where platforms became dynamic and participatory. The rise of mobile further accelerated this shift. It created a hyper-connected, real-time digital environment. But with that growth came challenges: disinformation, centralized power, and invasive data practices. Many companies were unprepared to regulate these internally or respond to them externally, affecting Web 3.0 legal strategy for in-house counsel.
He warns that Web 2.0’s biggest issue isn’t just scale, but how that scale is leveraged—especially by social networking platforms. The ability to push tailored content, often without transparency, has had massive impacts, which legal strategies must address.
Web 3.0 Legal Strategy and the Ethical Use of User Data
A key concern Duane raises is the use of psychometric profiling—how companies collect and use deeply personal data to predict and influence behavior. While this data can improve user experience, it can also be exploited. Duane calls this potential for manipulation a “social disease,” referring to the viral nature of misinformation and the unchecked psychological impact of algorithmic targeting, something crucial for a Web 3.0 legal strategy.
For in-house counsel, the takeaway is clear: understanding your company’s data practices is no longer optional. A strong Web 3.0 legal strategy for in-house counsel must account for not just privacy laws, but also ethical implications. Furthermore, it should consider long-term trust.
Can Web 3.0 Deliver on Its Promise?
The promise of Web 3.0—decentralization, transparency, and control—is appealing, but Duane is cautiously optimistic. He sees potential in blockchain and token-based governance but warns that these tools could introduce new risks. From financial compliance to privacy under decentralized identity systems, the regulatory questions are still emerging. Legal teams need to prepare now for a robust Web 3.0 legal strategy fitting for in-house counsel.
He encourages in-house lawyers to actively engage with product and tech teams early in development cycles. That’s where a Web 3.0 legal strategy can shift from reactive to proactive—shaping policy, reducing risk, and ensuring ethical tech design.
A Call for Proactive Legal Leadership
Ultimately, Duane emphasizes the need for legal leaders to be deeply engaged in shaping this future—not just interpreting it after the fact. Regulation is coming. Consumer awareness is growing. The companies that thrive will be the ones that built legal and ethical thinking into their innovation from the start in accordance with their Web 3.0 legal strategy.
Web 3.0 legal strategy for in-house counsel isn’t just a future-facing concept—it’s a current imperative. By staying informed and building strong cross-functional partnerships, in-house counsel can help lead the shift. Anticipating the regulatory road ahead is crucial. In-house counsel can help lead the shift toward a more transparent, responsible digital world.
Watch the full conversation here: Notes to My (Legal) Self: Season 4, Episode 16 (ft.Duane Valz)
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