In the view of Medium CEO and Twitter co-founder Evan Williams, content websites that rely on traditional display advertisements amount to tax-collectors.
Williams on Tuesday put that belief into action by announcing his online publishing platform Medium would seek to generate money not through those display ads, but by launching a new set of services for commercial publications and brands.
Medium said it will give publishers and bloggers that use its platform the option to host content from brands, which will show up as links at the bottom of their own articles. Medium's initial brand partners include Bose, SoFi, Nest, Intel, and Volpi Foods, the company said in a blog post.
"I think that a lot of people have realized that in order to get someone to pay attention to something today, you can't just tax a user experience or tax other content, meaning just put ads around it. It just doesn't work that well," Williams told CNBC's "Squawk on the Street" on Tuesday.