*By Conor White*
Giphy, the internet's largest search engine for gifs, is turning its attention to advertising ー and it has a simple strategy.
"We need to make ads that don't suck," said Adam Leibsohn, the company's COO. "We always say, you should entertain, not advertise."
Giphy has worked on six- and seven-figure deals with major brands like [Absolut Vodka](https://giphy.com/absolutvodka) and [Dunkin' Donuts](https://giphy.com/dunkindonuts), as well as a campaign for the film ["Sorry to Bother You"](https://giphy.com/sorry2botheryou). Leibsohn said Monday in an interview on Cheddar the advertising angle is a natural approach for Giphy.
"Paid search is our revenue model," he said. "So, you can basically place content in relevant searches, so that your content comes back as the first result, and then people use it a lot more."
With 300 million daily active users who serve up 5 billion gifs, Leibsohn said, the platform is looking to turn a profit for the first time in its five-year history.
"People really love to use \[gifs\], in messaging, in communication, in social," Leibsohn said. "What we've been starting to do is work with brands to help them get involved in those conversations."
Though the company isn't openly discussing its revenue goals, Leibsohn said he expects significant growth, thanks to the new partnerships ー and he doesn't expect the public to get sick of the medium any time soon.
"It's not really fatigue because every day a different piece of culture, a different piece of content is what's driving the conversation, so as long as culture remains moving, gifs remain popular."
For full interview, [click here] (https://cms.cheddar.com/videos/VmlkZW8tMjE5OTQ=).
John Freeman, VP of equity research at CFRA Research, joined Cheddar to break down factors weighing on video game publisher Activision Blizzard as it deals with the fallout from delayed releases and sexual harassment scandals. While not great for business, Freeman also questioned if the issues of the toxic corporate culture could have had an impact on title delays as well.
Steven Salz, Co-Founder & CEO of Rivalry, joins Cheddar News to break down how the metaverse plays into Internet culture, how augmenting human experiences impacts businesses, and how 5G technology plays into making it all possible.
Carlo and Baker discuss the election results across the country, including a Republican comeback in Virginia -- and possibly NJ -- plus the CDC gives the go-ahead for child vaccinations, Atlanta wins the World Series and more.
Vacasa is the largest full-service vacation rental property management company in the United States. Today, it announced the launch of a new homeowner app to help users monitor how the company is managing their vacation rental homes. It comes as consumer confidence in travel is on the rise ahead of the holiday season. Vacasa CEO Matt Roberts joined Cheddar News' Closing Bell to discuss.
Gaming publisher Kepler Interactive secured $120 million in funding from the Chinese gaming firm NetEase. This investment comes as the global gaming market explodes with projections to cross the $200 billion mark as early as 2023. Lindsey Rostal, Co-Founder and Game Director of Timberline Studio, one of the founding studios at Kepler joined Cheddar News' Closing Bell for more.
