The effectiveness of this advertising is measured in an extremely rudimentary way: it is based on whether you glanced at it, and your behaviour away from the content (so as to better target you with that all-important advertising). For the content itself, a click will often suffice, even if just for a second. The result?

First, nothing else matters other than making you glance at the ads. Second, it is a game of quantity over quality. It encourages the digital equivalent of obnoxious shouting over thoughtful delivery, and stalking instead of dialogue.

Which is why we built Readefined. Because the above model has all but robbed the world of any reason to pay attention to the content, polluting and undermining the internet. Why do you think a short article will sometimes be split into 15 pages? Why do you think clickbait exists, content be damned? Click, click, click, click...

We are shifting the conversation back to the content. How is it actually doing? And can we make content creators and businesses that rely on it even more money with that as the focus?

The reality is that the cat’s out of the bag: whether it’s the content producers, or the ad buyers, more and more are becoming aware and dismayed with the blatant inadequacy of the current system when it comes to content engagement and impact.

We’re on a mission to fix it. And we’re just getting started. We’re we’re working with some of the world’s leading publishers - both small and large - on solutions that can finally save journalism as a whole.

This is how we’ve started. We hope you’ll join us.