Uzbekistan's digital advertising market is moving from chaos to system: How will the problems in the sector be solved?

Uzbekistan's digital advertising market is moving from chaos to system: how are the sector's problems being solved?

Today in Uzbekistan, the influencer marketing market—that is, advertising through bloggers and channels on social networks—is developing at an unprecedented pace. According to unofficial estimates, the volume of this digital market has exceeded 100 million dollars. However, due to the relative youth of the sector, it is no secret that a large part of it is still managed using old-fashioned, "handcrafted" methods. At this point, local startups have begun to offer their technological solutions in order to bring transparency and systematic organization to the market. So, what are the main problems in the digital advertising market, and how are modern technologies solving them?

The market size is large, but there is no system or order

For marketing professionals, SMM managers, and business owners themselves, the process of advertising via Telegram or Instagram often turns into a real headache. Typically, launching an advertising campaign requires communicating individually with administrators of dozens, sometimes hundreds, of channels, bargaining, transferring payments to private cards, and finally, manually monitoring whether the post was published on time.

One of the project co-founders, Abror Ismoilov, explains the situation as follows:

"One of the biggest problems in the advertising market is the lack of transparency. There must be trust regarding fair prices, open statistics, and the safety of funds. Placing 10 advertisements means 10 separate chats with admins. If you multiply that by 100, your hair could turn gray at age 30."

Indeed, the market's old-fashioned model built on chats and spreadsheets (Excel) creates a number of risks. First, cases such as posts not being published after payment is made or deadlines being broken occur frequently. Second, statistics are often unreliable, forcing the client to rely only on publicly visible figures. Third, bureaucracy and the lack of official closing reports present a serious obstacle for major corporate brands in spending budget funds properly.