What started as “The Jim McKelvey Project” two years ago is now called Invisibly.

It’s McKelvey’s latest venture and one that he says will do what no other company has done before: help publishers monetize the digital content they put on the internet.

Invisibly’s system would allow a digital wallet to accompany visitors as they navigate content across the web.

“As the visitor happens upon participating sites, the digital wallet will invisibly keep a ledger of earnings from brand engagements and expenditures from content,” the company’s website states. “At the optimal time, the system will prompt visitors to sign up and improve their experience, by giving them a choice of watching or avoiding ads. If a visitor wants to avoid ads, they can add payment (i.e. a credit card) that can process all of their content and subscription purchases in one bill.”

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