I think the promise of giphy was that advertisers would pay for sponsored gifs. So The Voice gets top placement for “wild crowd” gif and then gets shared X,000,000 times in a native way.
It’s a sensible thesis that appears to be invalidated for now.
It’s a sensible thesis that appears to be invalidated for now.
I think the problem might be that advertisers can't control context. Someone might say something vile (but legal) on Twitter and get lots of meme GIFs in the replies that advertisers would be very unhappy about, and it's a more direct connection than having your sponsored tweet appear in the chain.
That should be enough to satisfy most brand advertisers.
I can only imagine that Disney put some big bucks into advertising to help pivot the SW IP away from the sequel trilogy before additionally pushing hard on their streaming service.
I also imagine Disney made far, far, far more money from any deals with Giphy than Giphy got from Disney. Hence why they’re being thrown around like a stuffed toy.
why do you say so?
Advertising within the seller doesn't help "the ecosystem". (auditing, Ad networks, clearing house, more auditing, nsa-ish, etc)
If facebook kept it and integrated on whatsapp (their only upward active user product) then they would sell ads there and that's it.
With them forced to sell to a 3rd party, now that 3rd party will have to offer reverse auctions like every other publisher. Everyone will get their sweet stream of user profiles and "the ecosystem" will be happy. It is very much not invalidated now.