2.4 Current status and tasks of advertising and media markets

An original Ad markets eco-system is built in following process.

Advertisers → Advertising agencies → Media → Users

Due to numerous engagements of agencies in this process, advertising costs become more expensive compared with their advertising effects.

Also, some advertising agencies monopolized Ad implementation which resulted in harmful effects in Ad and media environments.

Users have to consume advertisements exposed by media and they don’t have right to choose which Ad they want to consume. Also, users don’t get any rewards from viewing advertisements and all revenues are shared by media and agencies.

In order for Ad consumers to receive benefits, we need to avoid centralized eco-system where media and agencies monopolize revenue and influence of advertising.