Abstract: In the era of Web 3.0， the innovative application and in-depth integration of information and communications technology and digital data technology have had a subversive impact on the traditional Internet production and operation methods and consumer service models. The operation mode of the Internet has changed from a unidirectional static and read-only web page to a double-sided sharing of information， promoting the form of data to change from one-way static to dynamic interconnection， the positioning of data attributes to change from the consumption results to the integration of production factors， and the method of data protection to change from absolute right protection to multilateral cooperative governance. Therefore， it is urgent to break through the limitations of current private rights protection， establish a dynamic and balanced scenario-based protection mode， promote the strengthening of data protection to the integrated development of data sharing， encourage and support the protection and sharing of users' data by multiple subjects and methods， and ultimately achieve a multi-governance system of data governance.

Key words: evolution of the Internet; data protection; scenario-based protection; pluralistic co-governance