2.4 The current state and challenges of advertising and media markets

The ecosystem of the existing advertising market consists of a vertical delivery process that connects to 'Advertiser → Advertising Agency → Media→ Users'.

As many intermediaries are involved in the process of delivering advertisements from advertisers to consumers, it has a structural problem that advertising costs are overspent compared to advertising value.

In addition, as advertising execution is monopolized by some advertising agencies, the evil of advertising monopoly occurs, in which advertising agencies exert influence over the media.

The user must unilaterally consume the advertisement transmitted by the media, and there is no option for the advertisement, and there is no compensation for the advertisement consumption to the user who watches the advertisement, while the advertising agency and the media share all the profit.

These advertising and media markets must also shift away from a centralized ecosystem where advertising agencies and media monopolize revenue and influence so that advertising consumers can benefit from them.