Flipboard acquires Graze, the feed builder working to monetize the open social web
Flipboard is acquiring Bluesky feed-building startup Graze, bringing its privacy-friendly ad technology and creator monetization tools into Flipboard’s growing open social web ecosystem.
News magazine software company Flipboard has announced it is acquiring Portland-based feed-building startup Graze. Graze is working to monetize the open social web by allowing feed creators to generate revenue through ads. The acquisition will enable Flipboard to expand its offerings on the open social ecosystem, using Graze's technology to build and manage feeds on platforms like Bluesky.
Graze's ad model differs from the traditional data-tracking approach, as it focuses on contextual advertising rather than tracking individual user data. This means that brands can target ads to specific communities, such as game developers, without relying on intrusive tracking. Graze has already built over 7,000 feeds and monetized around 60% of its traffic.
Flipboard CEO Mike McCue praised Graze's adtech, stating that it allows for a more privacy-conscious approach while still generating revenue for creators. The acquisition comes as Flipboard continues to work more closely with Graze on its new app, Surf, and integrate Graze's technology into its own platform.
Written by urgent.news from TechCrunch's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
