In 2025, we’ve all heard of Web3, but do we really understand the details and how to implement it? Seeking to answer exactly that question, IAB Croatia is dedicating the October edition of IAB Discovery to the topic of Web3, kicking off a month of activities aimed at providing a clearer framework for this dynamic digital domain. The central event, The Web3 & Blockchain Workshop That Speaks Your Language, will take place on October 28, 2025, at 4 p.m. at Urania in Zagreb, featuring several program segments focused on helping the industry understand where Web3 brings real value, and where its boundaries and prerequisites for successful application lie. Participation is free, and you can register via the link.
Research: Perception and Adoption of Web3 Technologies
The IAB Croatia Web3 Working Group, consisting of Nikola Škorić (Short Notice Productions), Monika Majstorović (A1 Hrvatska), Luka Sučić (Short Notice Productions), Morana Vukić Perak (Alice in Blockchains) and Domagoj Vuković (Human), conducted a survey among IAB Croatia members to better understand perceptions, levels of adoption, and potential applications of blockchain technology and cryptocurrencies in the industry. These findings will serve as a foundation for future activities.
Familiarity with blockchain ranges from curiosity to solid practice: nearly half of respondents (46.7%) say they are somewhat familiar with the topic, while almost two-fifths (40%) are only slightly familiar. A smaller portion of the sample, less than a tenth, are either not familiar at all (6.7%) or consider themselves very knowledgeable (6.7%). In total, just over half of the industry already has at least a foundation to build on.
When asked where Web3 delivers the most value, smart contracts and automation take the lead, cited by around three-fifths of participants (60%). Loyalty programs are also highly ranked, supported by almost half of respondents (44.4%), followed by digital identification, recognized by around two-fifths (40%). Payments and privacy/data ownership emerge as likely starting points for many, areas with rapid, tangible impact.
As for obstacles, the picture is clear: about two-thirds of respondents (68.9%) need concrete business use cases to move beyond the pilot phase. This is followed by a shortage of skilled professionals (just over a third) and a lack of knowledge (around a third). The conclusion is straightforward: the industry is looking for working examples, along with targeted education and team building, a recipe that most effectively turns interest into implementation.
IAB Discovery Presents: The Month of Web3
As a reminder, IAB Discovery is IAB Croatia’s educational format which, in its second season, dedicates each month to a specific digital topic in depth. Through a series of activities led by IAB experts, the initiative aims to bring the topic closer to the market, offering valuable information and new materials.
This time, the gathering is scheduled for October 28 at 4 p.m. at Urania in Zagreb. Registration is open, and the agenda prepared by members of the IAB Croatia Web3 Working Group is as follows:
- Kickoff: Why Web3, Why Now – Opening presentation by Domagoj Vuković (Human) on the basic principles of these technologies
- Case Files: Real Web3 & Blockchain Applications – Presentation of case studies and successful examples of Web3 and blockchain integration into business, by Nikola Škorić (Short Notice Productions) & Luka Sučić (Short Notice Productions)
- Web3 & Blockchain in Dialogue – Panel discussion with working group members: Monika Majstorović (A1 Hrvatska), Morana Vukić Perak (Alice in Blockchains), Luka Sučić (Short Notice Productions), Nikola Škorić (Short Notice Productions) & Domagoj Vuković (Human)
- Open Floor: Web3 in Your Business – Relaxed open discussion where members of the working group will advise participants on how to implement Web3 and blockchain in their businesses
Throughout October, the Web3 Working Group will focus on popularizing the topic through practical examples of application, short guides, and research insights, and all digital professionals interested in the topic are invited to join the gathering on October 28 — registration is available here.
Follow all updates on the official channels of IAB Croatia.
