> For the complete documentation index, see [llms.txt](https://oap.gitbook.io/the-open-ads-protocol-litepaper/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://oap.gitbook.io/the-open-ads-protocol-litepaper/vision-and-mission.md).

# Vision and Mission

The vision of the Open Ads Protocol is to decentralize digital advertising and become the backbone for digital product distribution in a decentralized web.

Our mission is to empower publishers, advertisers and end users by making ads open, decentralized, transparent, and permissionless by creating fair and open advertising experiences.