Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company The President of IAB Spain, Ángel Fernández Nebot has addressed a letter to the Minister of Finance, María Jesús Montero, as well as to the Minister of Economic Affairs and Digital Transformation, Nadia Calviño, in which he asks the Government to implement two measures to support the digital industry to continue being an engine of innovation and generation of wealth. In this sense, Nebot has required, on the one hand, the tax relief of advertising in all digital media; and, on the other, the generation of specific funds for the technological maintenance of the companies that play a fundamental role for the information and entertainment of the population.

These requests are in addition to Costa Rica Phone Number List those already formulated together with other sector associations to reactivate advertising investment in the media, but they place special emphasis on the needs of the digital sector. A sector that in 2019 generated 3,150 million euros of investment, which represents 0.25% of the national GDP. The letter underscores the importance of the State taking care of and protecting the digital sector and regulatory favoring equal opportunities, granting equal treatment to all members of the market. In this sense, Ángel Fernández Nebot highlights that the specificity of knowledge and the low barriers to entry mean that the digital sector, although dominated by large companies in terms of turnover, is mainly made up of small and medium-sized companies, which It makes it especially sensitive to systemic crises and the slowdown in the economy, such as the Covid-19 pandemic. Therefore, taking into account a double scenario in which advertising, marketing and communication investment budgets are being cut while digital audiences reach maximum records, the President of IAB Spain has requested: That the measure of the 30% deduction on advertising investments in communication media, is understood in our case for all advertising investment made in any type of digital medium.

That just as the conventional media is being financially supported through extraordinary subsidies, a series of funds are generated from the state to pay for the maintenance of the platforms, the development of technologies, the maintenance costs, as well as those of software development. , so that small and medium-sized companies can alleviate the effect that this increase in audience has on their costs. Not surprisingly, the increase in audiences means higher technological costs in software and hardware, further damaging the profit and loss account. IAB Spain trusts that these measures will help the viability of many of the companies in the digital sector that, once the current crisis is overcome, will be a key element for the economic recovery of our country and the maintenance of employment.

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