tags: web3 dweb d2web decentralised web democratic web web2 keyword keyphrase EsteroDAO authors: avneet.eth, neiman.eth Abstract Web3, or decentralised web, or dWeb, in its current form has barely covered a fraction of web2's surface area and it is fair to say that the core infrastructure is still in its early days. Ad space in web3 as a result is still a near abstract idea and hasn't drawn much thought so far. In this document, we explore the web3 infrastructure targeting ad space through keyword tokenisation. The proposed infrastructure is then imagined in a democratic web setting. Terms web3, or dWeb, or decentralised web, is an internet framework attributed for its use of distributed and decentralised network of resources, such as frontend hosting, backend computation and access control, and distributed database or ledger access etc. d2web, or democratic dWeb, or simply democratic web, is a decentralised internet framework that is also democratic. Democraticity here refers to the ability of dWeb residents to democratically enact rules for their decentralised space. By default, democratic web must also be decentralised since decentralisation is assumed to be a precondition for democraticity.