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 to spend tokens rewarding favoured content creators and publishers. The protocol is designed to support an ecosystem of localised and community-centric content distribution apps that cannot currently overcome the economies of scale perpetuated by incumbent platforms.