Building a more robust and decentralized open web.

Dave Gehring March 17, 2018

Twenty nine years ago, Tim Berners-Lee started something new.  He wanted to enable sharing documents between computers across the internet.  Using HTTP and HTML, Berners-Lee laid the foundation for a revolution that would impact all industries, economies and societies.

Now we see how the web has changed the world in ways that inform and empower more broadly than ever before.  However, we can also see how the technologies that drive the economics of the open web have evolved to put publishers of quality original content in a severely challenged position.

Recognizing no technology is ever static, Google and a coalition of primarily European news media publishers, launched the AMP Project in 2015 for the purpose of making the web better.

As AMP was rapidly adopted by the publishing industry, faster, cleaner pages were an obvious and immediate benefit to consumers.

But there was another important element to the strategy behind the AMP Project.

For the first ten to fifteen years of digital media business model and technology development, publishers were forced to gather people to their domain before converting that audience into revenue through advertising or subscription revenue models.

The web, however, was designed to distribute, or propagate, information across the network.  In an attempt to aggregate audience to specific domains, publishers were unfortunately operating in a manner opposite to the inherent nature of the medium they were operating within.

We needed a technology that could enable publishers to harness the distributed nature of the open web with absolute efficiency and scalability.

In addition to a cleaner and faster loading format, AMP would represent a building block toward efficiently scalable open web distribution.  In other words, AMP was to enable publishers to scale distribution in a manner more natural, or native, to the open web’s original design.

Distributed Media Lab is focused on building toward that distributed content vision.

Our mission is born out of Berners-Lee’s vision and is to empower a robust and decentralized open web.

We are pursuing this mission by building both a platform that empowers quality content producers and products that deeply engage scalable legitimate audiences.

Our hope is to play a role in the ever evolving impact from what Berners-Lee started back in 1989, building a robust and open web that supports healthy economies and free societies.