A Broken Ecosystem
There is definitely something wrong with the world of digital advertising today, isn't there?
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The digital ecosystems that comprise it are complex, opaque, expensive and have been taken over by a multiplicity of intermediaries.
Over the years, these ecosystems have been degraded by the abuse of predatory forces that take most of the economic benefits, threatening the subsistence of their fundamental members: creators, audiences and advertisers.
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Ad recipients suffer from "attention pollution" as a result of the huge number of ads, in many cases irrelevant or malicious, which leave a negative footprint in terms of data and energy consumption at the cost of the uninformed user, of course.
The techniques for ad and personal information tracking and data collection, represent in many cases a violation of the privacy and security of the user's data.
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For artists, writers, journalists, and creators in general, the advertising revenue model no longer makes sense. Not only in the wake of progressive decline but also as a consequence of the increasing limitations on quality independent creative production.
For advertisers, the huge and growing number of intermediaries between the ad and its recipient makes reaching target audiences difficult and expensive, especially for micro-entrepreneurs and small businesses.
Many times, the measurement of effectiveness and the optimization of the budget of the campaigns is carried out using tools provided by the mediators themselves, giving rise to situations of conflict of interest.
Change of Powers
The Digital Revolution and the information explosion at the beginning of this century have highlighted that human attention is a scarce and consequently valuable good.
The privacy and data management scandals, the misinformation that has increased the polarization of societies, as well as the direct impact on the mental health of the individual, reveal a model of commercialization of the attention and information of the people that is not socially sustainable .
As a reaction to this, there is a progressive change in the balance of powers within the digital ecosystem, driven by creators and their followers.
A change of enormous impact and scope that is powered by Evolution: from passive audiences consuming products and services that mediators “put in their face” to local and global communities that share interests, interact, engage and are part of the success of the creator.
We promote a transparent, educated and responsible digital advertising model.
A socially sustainable model, with curated content, that values and recognizes the attention and commitment of all its members.
We collaborate in the development and expansion of local and global communities, encouraging direct interaction and providing digital platforms for the dissemination of products and services, with a special emphasis on socio-economic, cultural, educational and environmental issues.
It is part of our commitment to regenerate the damaged ecosystem and improve it by putting the future of digital capitalism in the hands of micro entrepreneurs and small business.
Meet a new way to announce who you are, what you do and what you have to offer to the world.