The DNS system is the phonebook of the internet, connecting web browsers with websites. The domain name system (DNS) is the way that internet domain names are located and translated into internet protocol (IP) addresses. The domain name system maps the name people use to locate a website to the IP address that a computer uses to locate a website.

The issue with ISP’s and DNS providers are:
1. They might log your internet activity.
2. Slow and insecure.

Cloudfare & APNIC brings you a DNS system that address the above said issues. Here is a blog post from cloudfare that talks about the motivation and technical aspects of why they had to build such a DNS system.