# 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="../white-paper/digital-advertising-101" %}
[digital-advertising-101](https://docs.ptal.at/about/white-paper/digital-advertising-101)
{% 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="../how-to-guides/register-as-publisher" %}
[register-as-publisher](https://docs.ptal.at/about/how-to-guides/register-as-publisher)
{% endcontent-ref %}

{% content-ref url="../how-to-guides/running-a-campaign" %}
[running-a-campaign](https://docs.ptal.at/about/how-to-guides/running-a-campaign)
{% endcontent-ref %}