MEDIA Protocol
MEDIA Protocol
Token: MPT


Build and Reward Audience Networks

ICO dates
Start date: 2018-03-19
End date:

Registrated in: Gibraltar

Platform: Ethereum
Type: ERC20

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MEDIA Protocol categories
Big Data Communication Media Retail Software
MEDIA Protocol whitepaper
MEDIA Protocol token sale
KYC passing required Yes | Whitelist Yes | Restriction for countries No
Acceppting ETH
MEDIA Protocol news, social
MEDIA Protocol search trends in Google
Random whitepaper excerpts

TABLE OF CONTENTS
TABLE OF CONTENTS
2
INTRODUCTION
4
1. MEDIA PROTOCOL
5
1.1 MEDIA Protocol in Action
5
1.2 MEDIA Protocol-enabled App for the Crypto Community
6
1.3 Consumer-Focused
7
1.4 Why the Blockchain?
7
2. ECOSYSTEM
8
2.1 MEDIA Protocol
8
2.2 CryptoCatnip
8
2.3 Third-party dApps
8
2.4 Publisher Tools
8
2.5 Analytics Tools
8
2.6 Documentation
9
2.7 SDK
9
3. TOKEN CIRCULATION
9
3.1 Token Flow Overview
9
3.2 Protocol Features for Publishers
11
3.2.1 Content Promoter Options
14
3.3 Protocol Features from the Consumer Perspective
14
3.3.1 Reward for Content Consumption
14
3.3.2 Consumer Spending Options
17
3.4 Protocol Features for Promoters
18
3.5 Token Economy
18
4. SYSTEM MANIPULATION
20
5. PROTOCOL ARCHITECTURE
21

5.3 Tokenisation of URLs
23
5.4 URL Promotion
2

4
5.5 URL Consumption
24
5.6 Paywalled Content
2

5
5.7 Identity
2

6
5.8 Affiliates
2

6
5.9 Delegation
2

7
5.10 The Smart Contract
27
5.11 Scalability/Off-chain Service
2

8
5.12 Security
29
6. CRYPTOCATNIP DAPP ARCHITECTURE
30
6.1 Authentication
30
6.2 Identity
31
6.3 Content Recommendation Server
3

2
CONCLUSION
32
7. THE TEAM BEHIND MEDIA PROTOCOL
3

4
REFERENCES
3

6
Confidential
3
...

INTRODUCTION
MEDIA Protocol disintermediates the relationship between content publishers and consumers
by creating a direct economy for the exchange of content, data, and incentives, including
financial incentives. MEDIA Protocol enables publishers, brands and content creators to
deliver the most relevant content in pursuit of a more transparent, efficient and enjoyable
online experience.
Today, content distribution is inefficient and mediated through social platforms and search
engines that control large audiences. These content distribution platforms harvest huge
amounts of valuable engagement and preference data from content consumers, but offer
creators and publishers little in return. MEDIA Protocol enables the exchange of value
between these actors for mutual benefit. The economic function of the protocol is designed to
create a direct channel for publishers to promote content through balanced consumption
incentives directly to consumers, for consumers to pay directly for gated content, and t...

1. MEDIA PROTOCOL
MEDIA Protocol is an open architecture that creates a multi-directional economy, where
publishers, creators and content consumers exchange content, data, and incentives, including
financials incentives, directly. It enables publishers to directly incentivise the consumption of
content using MEDIA Tokens, the protocol’s accompanying ERC20 token, and allows consumers to
be compensated for their content interactions and the preference data they generate. All actors
involved in the creation and consumption of content recognise the important role that audiences
play in the reception, perception and distribution of any given piece of content. Existing economic
models, however, cannot compensate audiences for the role they play. Through MEDIA Protocol, a
direct two-way flow of tokens from publisher to consumer, and vice versa, remedies this and
facilitates payment for paywalled content, tipping and the ability for content promoters to reward
creators. MEDIA Protocol is the foundation for an e...

1.2 MEDIA Protocol-enabled App for the Crypto Community
Fig.1: User interaction with the protocol
To bootstrap initial usage of MEDIA Protocol and provide a reference to assist other developers to
create their own apps, we have created a prototype app called CryptoCatnip. CryptoCatnip is a
news and media aggregator for the crypto world, providing an accessible and friendly user
experience where content interactions are incentivised and tracked through the blockchain. It will
tap into machine learning algorithms using analytics based on the blockchain data to make
personalised recommendations and feed each consumer the most relevant content.
To incentivise adoption and development of third party apps that foster communities and Tribes –
like-minded consumers with specific, shared passions and interests – through the distribution of
great content, MEDIA Protocol provides a transparent affiliate model that rewards the third-party
app developers based on the volume of content served and consumed on their ...

eclectic creators and publishers. Current trends towards the extreme centralisation of content
production and distribution threaten the diverse and multi-faceted communities around the world
that have been brought together by the information age. MEDIA Protocol is a tool for the
proliferation of infinite and open content economies, powered by communities united through
relevant content. It is a remedy for the cognitive drain we each experience when we consume the
content of the lowest common denominator, with little alternative, which results from economies
of scale in the current content ecosystem.
Fig. 2: Protocol and dApps.
1.3 Consumer-Focused
MEDIA Protocol is designed to help the marketing, content and advertising industries transition
towards more consumer-centric models. To this end, the MEDIA Protocol team is committed to
creating a multi-disciplinary industry working group, to facilitate the adoption of all media,
advertising and content blockchain protocols by publishers, brands, social ...

providing a better, seamless user experience, such as the ability to delegate from an offline wallet
to an in-app wallet.
2. ECOSYSTEM
Building a token and smart contract is only the first step in creating a functioning token economy.
We also need to build an ecosystem that caters to every stakeholder and, to that end, the following
components are involved:
2.1 MEDIA Protocol
The core MEDIA Protocol is a smart contract which implements the rewards-based economic
model, provides token exchange within the economy and, via ERC20 and third-party exchanges,
provides the ability to exchange tokens with third-party tokens/Ethereum/fiat currency.
2.2 CryptoCatnip
The CryptoCatnip dApp provides (1) Proof-of-Concept for the protocol, (2) a reference
architecture for those building dApps on the platform, and (3) bootstrapped engagement inside the
ecosystem, promoting adoption and onboarding users.
2.3 Third-party dApps
It is essential to incentivise the creation of dApps by third-parties....

2.6 Documentation
We will create accessible documentation on the protocol and smart contract integration to assist
publishers and dApp creators.
2.7 SDK
As well as the documentation mentioned above, we will provide ready-made iOS and Android SDKs
to publishers that they can embed into apps to provide the benefits of the CryptoCatnip ecosystem
(for example, the interaction with the blockchain, balance display, etc.) without having to handle
the integration themselves.
3. TOKEN CIRCULATION
3.1 Token Flow Overview
MEDIA Protocol enables two-way token interactions between content promoters and consumers.
The protocol also provides the opportunity for affiliate apps (generally, third-party apps and
content distribution platforms) to take a share from transactions they facilitate. The reward
algorithm is defined in a way that it represents the impact to the publisher/promoter of the specific
interaction. Figure 3 illustrates the token flow between content publishers, consumers, promoters

MEDIA Protocol Roadmap

1
Q1 2017
Idea & Research.
2
Q4 2017
Whitepaper.
Smart Contract
Development.
3
Q1 2018
Business Paper.
Security & Audits.
App Launch.
ICO Private Sale.
Test Net Launch.
4
Q2 2018
Main Net Launch.
ICO Public Sale.
Publisher Platform.
5
Q3 2018
Advanced
Analytics.
SDK/API
Integration.
Thomas Graham
Thomas Graham Co-founder

Martin Adams
Martin Adams Co-founder

Josef Sevcik
Josef Sevcik Blockchain Developer

Katya Volkova
Katya Volkova Head Data Scientist

Julia Bohutska
Julia Bohutska Data Scientist

Kostas Skourtis
Kostas Skourtis Backend Developer

Gillis Van Den Broeke
Gillis Van Den Broeke Backend Developer

Mahmoud Hanafy
Mahmoud Hanafy Backend Developer

Artur Rashitov
Artur Rashitov Backend Developer

Ahmed Mahran
Ahmed Mahran Backend Developer

Sandra Lagarto
Sandra Lagarto Product Manager

Vianney le Masne
Vianney le Masne Lead Designer

Sebastian Graham
Sebastian Graham Research & Strategy

Ed Coleridge Smith
Ed Coleridge Smith Mobile Consultant

Ned Scott
Advisers Ned Scott Founder and CEO at Steemit

Andy Tian
Advisers Andy Tian CEO of Gifto

Dominique Delport
Advisers Dominique Delport Global Managing Director at Havas Group

Ted Wang
Advisers Ted Wang Partner & Early Stage Investor at Cowboy Ventures

Mark Adams
Advisers Mark Adams Vice President and Head of Innovation at Vice

Andy Tian
Andy Tian
CEO of Gifto
Ned Scott
Ned Scott
Founder and CEO at Steemit
ADVISOR - CEO OF STEEMIT
Thomas Graham
Thomas Graham
Co-founder
Managing Partner at TLDR
Investment Advisor