After realising much of today's digital media is comparable to mental junk food, and that the pendulum will eventually swing back towards quality, Mads made it Bibblio's mission to help quality publishers and learning platforms provide their users with better and more engaging content recommendations. The company enables smaller vertical publishers to compete with Facebook, Netflix and YouTube without compromising their goals and principles. Before founding Bibblio, Mads was part of goviral. Here he worked closely with the founding team throughout the company’s rapid growth and sale to AOL for 96.7m USD in 2011.