*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=).
Apple has revealed that the tech giant is working more on going green, reporting the use of more recycled materials than ever before. It's setting sustainability goals, aiming to cut emissions by 75 percent in the next 10 years and eventually ending the use of plastic in packaging.
Chipotle is investing $50 million into a venture capital fund to aid tech startups that focus on operations. Chief Technology Officer Curt Garner joined Cheddar News to talk about how the fast-casual chain is innovating its brand strategy with the fund. "We look for technologies that elevate the human experience, and that human experience can occur with our customers as they come into our restaurants and very importantly our employees as well," he said.
The telecom giant AT&T is looking to make online learning more fun for students by engaging them with content from its partners at Warner Bros. Discovery. Mylayna Albright, the assistant vice president of corporate social responsibility for AT&T, joined Cheddar to discuss how the company came about with the free digital e-learning program that it's calling The Achievery. "We knew that once students went home as a result of the pandemic, it was very difficult for them, and we knew from research, specifically through Morning Consult, that parents and teachers realized that probably 80 percent of students felt that they would be more engaged if they had a more entertaining approach," she said.
