About DML
A more viable economy for quality content on the open web.
Distributed Media Lab's mission is to help establish a more viable economic framework for quality original content on the open web — and to put that opportunity back in the hands of local publishers.
The web has evolved to favor platforms that consolidate audience and data — gaining centralized control over the economics of the open web.
We exist to level the playing field: driving real market opportunity for quality publishers, while giving readers an experience centered on quality, relevant content.
Our belief is simple — content is king, but revenue funds the kingdom. Both have to work for local media to thrive.
What we do
We help publishers become platforms.
DML operates two technology platforms that make it easy to embed and distribute collections of content — and to earn from them — across the web.
DML Marketplace & Hub
Aggregate and syndicate, efficiently
We help publishers aggregate and syndicate premium content with absolute efficiency — embedding topic-based Collections from leading media and brand partners onto any local site, managed from one platform.
Monetization
New revenue, on the same rails
The same infrastructure layers direct-sold local sponsorships with global programmatic demand, bringing local and public media to the open advertising market — much of it for the first time.
Our story
Building the open web's content economy since 2018.
Distributed Media Lab is founded
David Gehring and Sam Parnell start DML to build technology that lets quality publishers aggregate, syndicate, and monetize content across the web.
Powering local content-sharing networks
DML begins powering collaborative networks like the California News Hub — curated by KQED, embedded across dozens of local sites and sponsored statewide by the Monterey Bay Aquarium — along with the Latino Media Consortium Content Hub and AAN Wire.
A turning point for public media
After Congress rescinded federal funding for public media, DML focuses on bringing durable new revenue to local stations — and positioning them as anchors of a new, collaborative local media model.
Premium content, meet the open market
DML launches premium Collections from American Public Media, The Guardian and the Latino Media Consortium, and opens the $660B programmatic market to local publishers through an OpenRTB and Prebid ad stack built for public media.
"We're a technology company fully aligned with the business interests and social mission of our journalism, publisher, and industry-association partners."
Dave Gehring - CEO & Founder
Who we are
Founded by operators who've built at scale.
David Gehring
Co-founder
Founded DML in 2018 after previously building and selling a company to Google. Longtime advocate for a healthier economic model for quality journalism on the open web.
Sam Parnell
Co-founder
Co-founded DML in 2018. Previously Chief Technology Officer at Bleacher Report, where he built content and distribution technology at national scale.
…alongside the wider DML team — including Katharina Borchert — working across engineering, content partnerships, and publisher success.
In good company
We build with journalism's best.
Content and demand partners who share our belief in a stronger local media economy.
Content partners
Integrated demand partners
Work with DML
Bring premium content and new revenue to your newsroom.
Whether you're a local publisher, a public media station, or a national content partner — we'd love to talk.
Premium content and new revenue for local news and public media.