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In the weeds: How cannabis businesses get around a web of online advertising barriers

www.morningbrew.com September 2, 2021
In the weeds: How cannabis businesses get around a web of online advertising barriers

In the US, cannabis is a $17.

5 billion industry.

That’s despite its legality varying from state to state.

Oh, and the fact that it’s still federally illegal.

 Those contradictions create inevitable challenges for anyone running a cannabis business, especially when it comes to marketing.

 Because of the legal variances and stigma around pot, agencies aren’t always willing to work with cannabis brands.

Ditto for publishers willing to host cannabis-related ads.

On top of that, Google and Facebook—staples for small businesses with modest marketing budgets—are largely inaccessible to cannabis advertisers.

 Although cannabis businesses face a tangled web of restrictions on several fronts, they’ve carved out ways to promote their products online.

Often, that means relying on organic content and SEO.

Niche programmatic ad solutions are also emerging.


- read the rest of the article here

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