> 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/white-paper/web3-specific-pain-points.md).

# Web3 Specific Pain Points

In addition to the problems above, Advertisers looking to expand their presence in Web3 face the following additional problems:

1. **Access:** Existing Web2 advertising platforms do not support on-boarding crypto publishers for various policy reasons. As a result, advertisers cannot reach Web3 native audiences in a scalable manner. At the same time, policies regarding what kinds of crypto and blockchain advertising can be displayed on these platforms are vague, resulting in reluctance to place advertising.
2. **Trust:** In addition to traditional ad fraud, crypto itself has many negative connotations that the industry needs to overcome before mainstream adoption. This makes it difficult for advertisers to find trustworthy partners to create campaigns and communicate to the Web3 native audiences. 
3. **Infrastructure:** Blockchain uses a different set of infrastructure compared to traditional Web2 internet. These infrastructure are still being built and are currently not interoperable with the Web2 tech stack. As a result, advertisers need to learn a completely new set of tools when advertising in Web3.


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