A new acquisition aims to help feed creators earn revenue from contextual ads. Flipboard is integrating Graze’s technology to support monetization beyond Bluesky. The deal could reshape how curators build and profit from open web communities.
Media professionals focused on audience growth and monetization are watching closely as Flipboard acquires Graze, a Portland-based startup specializing in feed-building and contextual ad revenue for the open social web. The move signals Flipboard’s deeper commitment to platforms where users, not companies, control their data and audiences.
Graze’s technology allows creators to build, customize, and manage feeds-especially on Bluesky, which uses the AT Protocol to let different apps share the same social network. Since its launch 21 months ago, Graze has delivered over 41 billion posts to approximately 12 million people, according to company figures. The platform enables curators and communities to generate income by running contextual ads in their feeds, with a 70/30 revenue split favoring the feed creator.
Unlike traditional ad models that rely on tracking users across the web, Graze’s approach targets ads based on feed content and community interests. Brands can place ads in feeds relevant to their audience, while curators retain control over which ads appear. Currently, Graze hosts more than 7,000 feeds, with about 60% of its traffic monetized.
Flipboard CEO Mike McCue highlighted the privacy benefits of Graze’s adtech, emphasizing that it does not require user surveillance or data tracking. He noted that the economic model ensures revenue is shared with feed builders, not concentrated with a single platform. Flipboard had already been using Graze’s technology in its Surf app, leading to closer collaboration and ultimately the acquisition.
Post-acquisition, Flipboard plans to extend Graze’s feed-building and monetization tools beyond Bluesky to all apps running on the AT Protocol, including Flipboard’s own platform. This will allow users to create and monetize feeds across a wider ecosystem. Graze co-founder and CEO Devin Gaffney said the partnership would accelerate development, leveraging Flipboard’s advertiser relationships and infrastructure.
While Flipboard did not disclose financial terms, the deal is described as small. Graze had raised $1 million in early 2025 and operated with just two team members. The acquisition is expected to streamline efforts and reduce duplicated work between the two companies.
According to Flipboard, many feed builders are community leaders who may not identify with the broader open social web movement but are focused on specific interests, such as women’s sports. The integration aims to make it easier for these curators to monetize their expertise and grow their communities without sacrificing user privacy.
Flipboard, founded in 2010, has evolved from a digital magazine app to a platform supporting open social web initiatives. The company has established partnerships with major advertisers and continues to invest in technologies that prioritize user control and privacy. Its latest acquisition of Graze reflects ongoing efforts to diversify revenue streams and empower independent content creators.
