In 2012, Linda Holliday, founder and former president of ePharmaceuticals and Medical Broadcasting Company (renamed: Digitas Health), saw an opportunity to improve the way content is shared on the web. She created Citia, a card-based publication medium headquartered in New York City—poised to better enable the monetization of published media by integrating each discrete media item into what Citia calls a “Card Mesh.” The content Citia refers to as cards can be video, blog posts, press releases, or even podcasts—consumable media. Holliday describes the Card Mesh as: “a red and white Italian tablecloth…here’s the background, here’s the product description, the problem, the pivots—we lay them out in order. Whichever piece [is presented to the consumer] first will determine the way the other pieces are navigated.”
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