> For the complete documentation index, see [llms.txt](https://docs.ptal.at/about/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.ptal.at/about/overview/what-is-ptal.md).

# What is PTAL?

## Reimagining Advertising for Web3

We're an advertising protocol for the web3 ecosystem; helping brands (advertisers) and dapps (publishers) connect with their audiences via a permissionless, decentralized advertising protocol.

We believe the current market for advertising is stagnant, among the issues facing advertisers and publisher alike are:

* **Market Concentration:** A few companies control most of the market
* **Fairness:** Arbitrary policies leading to demonetization or deactivation
* **Expensive:** Ever rising cost and decreased ROI

PTAL seeks solves these problems with:

1. **Openness:** Advertisers and publishers interact in a permission-less manner  
2. **Self-governance:** The community set and enforce their own policies   
3. **New Ad Formats:** Web3 unique advertising that appeal to the target audience

## Quick Links

The Web App:

{% embed url="<https://app.ptal.at/>" %}

Our White Paper:

{% content-ref url="/pages/VLpafdGXM0OvW5IRTx7f" %}
[Digital Advertising 101](/about/white-paper/digital-advertising-101.md)
{% endcontent-ref %}

If you're an advertiser or a publisher, we've put together some helpful guides for you to get setup with our product quickly and easily.

{% content-ref url="/pages/95Yyb7LBcMlmxkEi2qep" %}
[Register as Publisher](/about/how-to-guides/register-as-publisher.md)
{% endcontent-ref %}

{% content-ref url="/pages/dp26brJwAdRS1YV0Alr1" %}
[Running a Campaign](/about/how-to-guides/running-a-campaign.md)
{% endcontent-ref %}