The Right to advertise.

Have you ever thought of how many people around the world are involved in the AdTech industry. The industry that produces nothing but dreams and aims at nothing but to make you buy.

And do you know that when we are talking about the digital advertising it comes together with the most prominent people you could ever meet. No jokes, I believe some of them are capable to launch the Space Shuttle from the ground. What is the purpose of all that buzz around the digital advertising? Every month thousands of people gather around the world to discuss such words as: Programmatic, Ad Fraud, Header Bidding, DMP, Ad network and I can go on with a long-long list, but I won’t.
I will ask you a single question instead, why do we need it?
How could it make our lifes better?

Let’s face it, this industry is full of crap.
Yes, and if you ever touched it, no matter from which side, you might have been burned. The sad story is that when you read the AdTech press, you come across the beautiful stories of big companies making magic with the ads in front of you.
Ok, I am not talking about the major Corporations who can afford all the round-about of agencies, media strategists and other people who stand between the product and the end ad viewer. What about the Small Business?

Small business drives health of every economy, but how protected is it from all what’s going on in the digital advertising industry. No matter if you need all your client’s to buy from your online e-commerce website or you own a small bakery round the corner — you have the right to advertise! And my question here, where do you go? Do you have enough knowledge to buy even a single banner? Can you afford an agency to make something for you? How do you know this agency will do any good for you before paying them even a penny? No and no again, there should not be that much struggle. Thinking about that I picked up the phone and made several calls following the first 5 search results in Google on a pretty obvious query ‘advertise business online’. And it was a good story. Robust sales guys tried to tell me that I need to deposit ridiculous sums to have a right to buy something from the platform that they did not even show me, yes, no demo dudes. Another company tried to tell me that I need to deposit a smaller sum, but could not answer how do I actually drive customers to my Pizza shop around the corner. The third company gave me a long story with a lot of industry slang that I would have never understood unless I am in the industry. And added that I will have the option to target my customers (woohoo!) but for additional money.
You know what, I’d better go and blow my money with Google or Facebook, at least they have the video tutorials and I can spend some sleepless nights trying to finish them and drive people to my website.

Should it be as struggle, a place for the chosen. A simple question — ‘How do I drive people from the neighborhood to my Pizza restaurant’ is still unanswered. And everyone who had ever tried to advertise something for the real purpose (not talking about branding here), knows what could be after you’ve spent some bucks with any of the platforms to place your ads around. Fraud, ads shown nowhere, no results. I am not trying to be pessimistic, but think about that, do you have the right to advertise? Yes, you certainly do, but is there a mechanism that can help you make it easy, understandable, and safe your working money, there hardly is.

Summarizing all what I’ve said above I would like to talk to every solution on the market that helps people run ads — think about the people who don’t give a damn about the complexity of the digital advertising process. All of the scientists and bright minds in the AdTech industry, make this 1 button that will drive results, stop making it even more complicated. When your grandma would be able to sell her knits online using all the power of the digital advertising and won’t go crazy - that would mean that we gave people the ‘Right to advertise’.