# 3.1 The Social Trilema

When was the last time you heard positive press around Social Media, the big advertising machine where your data is the product?

With an increasing number of social media scandals emerging around issues pertaining to tracking and data capture, a constant worry for parents, guardians, social leaders and users themselves is one of identity. Who are they talking to, what are they talking to and where are they trying to take them?

Radicalisation and grooming is taking place without most users having any insight or understanding of user targeting.

The T.A.M. (Total Addressable Market) is ever growing as most emerging markets now have access to smartphones. With internet access becoming as fundamental to personal economic and macro economic growth, as access to clean water.

It is surprising to think that publishers were rapidly losing revenue even prior to the pandemic & inflation. Users are becoming more aware and offended by advertisers, causing a more skeptical, qualitative approach, garnering valuable feedback in regards to the effectiveness for advertisers.

SOCIAL TRILEMA

*Users receive ads from bots and have their data harvested for ads and receive no compensation, making users the commodity.*

*Advertisers have their ads blocked as users are desensitized and offended by intrusive adverts causing more qualitative targeting and weakened tracking.*

*Publishers are also faced with new difficulty recommending ads with weakening CTR (Click Through Rates) and the proliferation of bots necessitating increasingly sophisticated audience authentication.*

<figure><img src="https://1793572582-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FdXKVi5QjMzslalmrRL5I%2Fuploads%2FYEbmQFfQhntmOdLivhWx%2F2.jpg?alt=media&#x26;token=1bb72ff7-ec7c-48ab-adf5-3e855a40b93c" alt=""><figcaption></figcaption></figure>

Web 3 has an equally sophisticated and profound use case here - Decentralized online solutions hope to usher in a new era of ownership and transparency.

<figure><img src="https://1793572582-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FdXKVi5QjMzslalmrRL5I%2Fuploads%2FxOLdYkS8dJcHA1VHn3Ue%2F3.jpg?alt=media&#x26;token=94d5f137-b5a7-4b3d-a769-a486fcf9b51d" alt=""><figcaption></figcaption></figure>

YappaFi solves the social trilemma as well as the dilemma by connecting users, publishers and advertisers in a transparent, consensual and ultimately rewarding manner whilst simultaneously protecting user data and privacy.
