When assessing the shortcomings of today’s internet, many proponents of Web3 point to user identity management as one of the most prominent.

Big websites and social media giants organize their user data into silos that they, effectively, own. Users often have little or no say whatsoever in how these companies gather, store and even distribute this data. Unstoppable Domains Inc.’s Login with Unstoppable is taking several of blockchain’s user-first features and porting them to online identity management.

“What we’re building is really user first,” said Charlie Brooks (pictured, left), business development at Unstoppable Domains. “So, if you think about traditional SSOs, you are the product. When you use their product, they’re selling your data and they’re tracking everything you do. Login with Unstoppable handles not only authentication, but data sharing as well.”

Brooks and Michael Williams (right), product manager at Unstoppable Domains, spoke with John Furrier, host of theCUBE, SiliconANGLE Media’s livestreaming studio, during the Unstoppable Domains Partner Showcase event. They discussed the democratization coming to internet users on the heels of Web3, NFTs and decentralized identities. (* Disclosure below.)

Giving internet users more information control

The NFT-based domain names are ERC-721 tokens that are immutable and cannot be changed, revoked, edited or deleted without the user’s permission, Brooks explained. Using one set of credentials, a user can log into the services they use and also decide what information those places can access and share.

“When you go from platform to platform, everything can be tied to your existing domain,” Brooks said. “You’re not going to a new site, entering their ecosystem, and providing all this information time and time again — and not really having a clear understanding of how your data is being used and where it’s being stored.”

There’s also the problem of artificial identities, such as bots and deep fakes. “When I think about the Amazons and the Yelps of the world, there are all these bots are all these awful fake reviews,” he added. “There’s a lot of gamification happening that is really just creating a lot of noise.”

Login with Unstoppable uses NFT domains to authenticate login sessions. Since crypto transactions are unique and verifiable, the user is cryptographically proven to be who they claim. The product blends the ease-of-use benefits of the current Web2 standard with the advanced security and privacy benefits that are coming with Web3, according to Williams.

UD’s vision for the internet’s future

Unstoppable Domains is laser-focused on data portability, according to Brooks. The company envisions a future where most applications are decentralized and users aren’t beholden to companies operating centralized servers.

The company is working hand-in-hand with developers on integrations, education on how the technology works, and even grants.

“We have an app submission page where apps can reach out to us, even request a grant,” Brooks said. “We have a grant program to help developers get started, provide them some resources to work with us and integrate some of our technology.”

Alongside the end-user interest in the benefits possible with NFT domains, corporate entities are also exploring ways through which they can harness these advantages.

“A fair amount of companies reach out to us to get their domain,” Brooks said. “And then we can have a longer conversation about some of the other integrations and ways we can collaborate.”

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE’s coverage of the Unstoppable Domains Partner Showcase event. (* Disclosure: TheCUBE is a paid media partner for the Unstoppable Domains Partner Showcase event. Neither Unstoppable Domains, the sponsor for theCUBE’s event coverage, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE