Flipboard Acquires Graze to Expand Open Social Web Feed Platform

Flipboard is expanding its investment in the open social web by acquiring Graze, a startup that helps creators build and monetise custom social feeds.

Graze develops tools for creating, customising, publishing, and managing Bluesky feeds, allowing communities to organise content around specific interests. Flipboard said the acquisition will help expand its feed-building capabilities across the open social ecosystem.

Since launching, Graze says its platform has delivered more than 41 billion posts to about 12 million users. The company currently supports more than 7,000 feeds, with around 60% of its traffic generating revenue.

Creator-Focused Monetisation for Social Feeds

Graze’s business model allows feed creators and communities to earn revenue through contextual advertising. Unlike advertising systems that track individual users across the internet, contextual ads are placed based on the topic or community of a feed.

For example, a brand targeting game developers could advertise within a gaming-focused feed selected by that community. Feed creators can choose which advertisements appear, and Graze shares revenue with creators on a 70/30 split, with the majority going to the feed builder.

Flipboard CEO Mike McCue said the company believes advertising can support online communities without relying on user surveillance. He said the model allows advertising revenue to be distributed beyond a single platform owner.

Graze Technology Will Expand Beyond Bluesky

Flipboard began working with Graze through its Surf app, which uses feed-building technology to organise content from the open social web. The companies found they had similar goals around growing user-controlled social networks while also avoiding duplicated development efforts.

After the acquisition, Flipboard plans to continue using Graze’s technology and allow users to create feeds across platforms built on the AT Protocol, the open technical standard behind Bluesky and other compatible services.

Graze co-founder and CEO Devin Gaffney said partnering with Flipboard provides access to existing infrastructure and advertiser relationships that can help accelerate the platform’s growth.

Flipboard said feed creators are often building communities around shared interests rather than focusing on the underlying social technology. Examples include communities such as The Tea, which focuses on women’s sports discussions through the Bet on Her feed.

The companies did not disclose acquisition terms. Graze had raised $1 million in early 2025 and had a team of two before the acquisition.