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By https://bitcointalk.org/index.php?action=profile;u=2230830
MEDIA Protocol is involved with content but it’s main hope is to decentralize advertising. It specifically focuses on decentralizing the promotion of content. A common approach to decentralization has been to just focus on data decentralization but MEDIA tokens create a more active form of decentralization where the content creator is in power.
Content on the internet has an address and that’s the URL. Blockchain technology has the ability to provide addresses that can trade value. MEDIA Protocol combines these 2 types addresses and creates a Smart URL, which is an address for content on the internet that can receive and send MEDIA tokens.
Presently, no content creator can independently receive or accept money. They have to rely on financial agents to handle this. Instead of having to deal with this entire task on their own, which would mean they cannot put any time on the actual content, they use ad agencies. This system forces content creators to have no option but to work with a lot of middlemen.
MEDIA tokens provide an on-chain transactional ability which means that financial agents are not needed to transfer any money. This means that content creators can themselves handle the flow of money to them and from them. This is just the benefit of having a token for the content market. Smart URLs offer a distinguished benefit as they automate the value transfer process.
Smart URLs use smart contracts which allow content creators to create content addresses that have their own MEDIA token wallet. The smart contracts make it possible for the content creator to set conditions for when the wallet should send out tokens and when the wallet should accept tokens. This offers a remarkable opportunity as Smart URLs make it possible for content to manage its own flow of money. Content creators can set conditions in which they can reward people when they view the content or engage with it.
The promotion of content becomes completely decentralized and even autonomous. The basic benefit of the MEDIA token allows creators to send and receive money without needing a financial agent and then the Smart URL allows them to create a content address (Smart URL) that manages the movement of money by itself. This makes it possible for creators to place something on the internet that can continue to manage its own value indefinitely.
