Giphy, a search engine for GIFs, is to begin testing its sponsored messaging product, according to a source close to the company. The platform boasts 200 million daily active users across its API and website, and roughly 250 million monthly active users on its website and Giphy-owned and operated integrations, said the source. Facebook has been working with Google since at least last year in an effort to build out a similar product that would allow advertisers to target specific demographics of users. Giphy searches are based around actions, reactions and emotions rather than specific brands, and it is suggested the new product could achieve a similar pass along to Snapchat’s sponsored face filters.
Giphy, a search engine for GIFs, is to begin testing its sponsored messaging product, according to a source close to the company. The platform boasts 200 million daily active users across its API and website, and roughly 250 million monthly active users on its website and Giphy-owned and operated integrations, said the source. Although no timeline has been given, Giphy COO Adam Leibsohn said the company's focus has moved from growth to building ad products. Giphy searches are based around actions, reactions and emotions rather than specific brands, and it is suggested the new product could achieve a similar pass along to Snapchat’s sponsored face filters.