Prediction markets are a real zero-to-one for publishers. With @decrypt 
integrating Myriad Markets, we’re already seeing:

- Higher engagement – Return rates and time on page are up.
- Revenue model validation – A new way to monetize beyond ads, sponcon, and subs. Real-money markets will take this further.
- Better content insights – Market trends show what audiences actually care about.

The future of media is interactive, participatory, and monetizable and prediction markets are the engine. We need to build it here as well.

i probably sound ridiculously outdated, but I do find it a shame we've just accepted that publishing should be a metric-first activity 

hoping a countertrend hits back with a vengeance

Researcher at MIT Media Lab | Creating futures | https://cyrus.website/info

Co-founder & COO at DASTAN, building Myriad Markets, @decrypt & @rugradio

why are prediction markets the way to do this? how does prediction markets overlaid to publishing create a better system? 

i wonder if you're seeing positive metrics how much of that is the fact that you're appealing to people who are addicted to speculation? what about beyond that cohort?

I fully agree with that but unfortunately publishers are forced to generate revenue, the goal here is to shift the metrics towards something that would actually benefit readers / creators -- ideally the publishers doesn't chase pageviews and clickbaity content but long form original reporting that inform user participation.