The Competition and Transparency in Digital Advertising Act is one of the most important pieces of legislation in D.C., but you probably haven’t heard about it.
It aims to unwind the streamlined network that allows small businesses to compete through online advertising. It would introduce middlemen into the digital ad-buying process, raise costs, and reduce the effectiveness of internet advertising.
As the small-business owner of Miller Girls PetCare Service, I can attest to how digital advertising has empowered us. Through online advertising with limited dollars, I am able to place relevant marketing materials in front of potential customers. No marketing effort has a better return on investment or a lower barrier to entry. It has allowed me to get immediate feedback from consumers, which in turn has allowed me to tailor my business strategy. I can’t imagine running a small business without it.
Congress is putting this at risk, but there has been almost no coverage in the media. If this bill passes, this could be the biggest national story in years. Small businesses need online advertising, and reporters should not let Congress take it away without shining a light on the negative impact of this proposed legislation.