# Makes Advertising More Accessible to Small Businesses In his essay [In Defense of Targeting](https://buzzmachine.com/2020/01/10/in-defense-of-targeting/), Jeff Jarvis defended the practice of [[Microtargeting]] by arguing that **it is beneficial for small businesses, as it gives them the opportunity to effectively advertise at all, having in mind the significantly higher cost of regular mass media advertising.** This is because advertisers need to target large swaths of audience with traditional mass media, as opposed to smaller, more targeted groups. > With targeting, a small business, a new candidate, a nascent movement can efficiently and inexpensively reach people who would be interested in their messages so they may transact or assemble and act. **Targeted advertising delivers greater relevance at lower cost and democratizes advertising for those who could not previously afford it, whether that is to sell homemade jam or organize a march for equality.** Jarvis argues that the stigma microtargeting has gotten after Trump's first campaign is misplaced, saying that Trump simply did a better job at using the tools at his disposal.