Letter: Oppose changes to digital advertising

The Digital Advertising Competition and Transparency Act is one of DC’s most important pieces of legislation, but you probably haven’t heard of it.

It aims to untie the streamlined web that allows small businesses to compete through online advertising. This would introduce intermediaries into the digital advertising buying process, increase 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 a limited budget, I am able to place relevant marketing materials in front of potential clients. No marketing effort has a better return on investment or a lower barrier to entry. This allowed me to get immediate feedback from consumers, which allowed me to adapt my business strategy. I can’t imagine running a small business without it.

Congress is jeopardizing this, but there has been almost no media coverage. If this bill passes, it could be the biggest national story in years. Small businesses need online advertising, and journalists shouldn’t let Congress win without highlighting the negative impact of this bill.

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