> For the complete documentation index, see [llms.txt](https://riddimrewards.gitbook.io/wp/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://riddimrewards.gitbook.io/wp/whitepaper/the-problem.md). # The Problem Brands everywhere are frantically trying to reach people by spending billions on digital ads towards consumers. We now live in a world where brands have created a large social presence where people are eager to participate with brands. However, brands are still talking AT their audience and not WITH them. **Monopoly** * Advertising/social media platforms control the brands' digital ad spending * Social media platforms know the amounts brands are willing to spend to reach their target audience and capitalize on it * The increasing cost of reach to the audience * Difficult to value engagement, are people actually interested in the brand? **Miscommunication** * Brands want to connect with their communities but 96% of people do not trust ads. Meanwhile, social ad spending has grown by 12% per year to US$229.50 billion in 2022. * While 80% of companies believe they deliver “super customer experiences,” only 8% of people agree. * People feel disconnected from brands and disconnection can impact their willingness to support a brand in the short/long term. **Lack of transparency** * Platforms' objectives conflict with the users' objectives * Platforms' objectives conflict with the brands' objectives #### Now “it’s time to invest our brainpower into an ecosystem that builds in quality, civility, transparency, privacy and control from the very start, P\&G will steer dollars toward players that moderate comments, and link opinions to identities" -Marc Pritchard Proctor and Gamble CMO --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://riddimrewards.gitbook.io/wp/whitepaper/the-problem.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.