Facebook has announced that it will buy the popular gif-sharing platform, Giphy, for $400M. Facebook plans to integrate the service with Instagram and allow Giphy to retain its own branding.
Many have looked at this deal as a way for Facebook to take advantage of a widely-used platform that earns money via branded content in a way that’s different than Facebook’s current advertising model.
However, many privacy experts have also shared concerns that this will allow the tech giant to collect even more data from devices and users who don’t even have a Facebook account or are logged in. Giphy does track its users and Facebook will now have access to that kind of tracking found on devices messaging.